THE PRODUCT MANAGER'S HANDBOOK 4/E GORCHELS L. Księgarnia

The essential guide to seamless product management for today’s fluid, unpredictable business world

Long considered the most useful and insightful guide of its kind, The Product Manager’s Handbook has been fully revised and updated to give you the edge in today’s challenging business landscape. It features expanded coverage of product development processes, intelligence-gathering techniques (including social media), and a greater emphasis on international issues.

This indispensable resource proves that the techniques and tools product managers use are similar—regardless of what industry they work in and what kind of products they manage. Simply put, this book has everything you need for superior job performance—whether you manage consumer or business-to-business products created by an organization that is hierarchical or horizontal.

The Product Manager’s Handbook shows you how to integrate your organization’s disparate segments into a cooperative, results-focused unit that produces satisfying products—from initial design through the postpurchase experience.

If your job is to create and commercialize products, it provides the information you need to:

Balance breakthroughs and line extensions
Create business cases—including competitive assessment, market requirements, and risk reduction
Conduct gate reviews and beta testing and manage scope creep
Get everything in order for a smooth product launch

For those who manage existing lines, this guide provides:

Specific tips for each of the 4Rs of product life-cycle management
Brand guidelines
Approaches to customer message management
Advice on working with sales and the channel

Clear, easy-to-read charts show you how to manage each crucial step from conception to completion, and practical checklists help you evaluate progress at every stage. Interviews with seasoned product management consultants and top-performing product managers provide you with dynamic, proven strategies for addressing potential problems in marketing, production, cross-cultural communication, and more.

The Product Manager’s Handbook examines current market-leading companies, the latest research findings, and evolving customer perceptions to provide you with the tools you need to design, produce, and market winning products—and beat the competition at every turn.

Linda Gorchels serves on the Executive Education faculty of the University of Wisconsin-Madison’s School of Business. She is the author or coauthor of several business books, including The Product Manager’s Field Guide and The Manager’s Guide to Distribution Channels. Gorchels has provided corporate training for global organizations including Nokia, Siemens, Metso Automation, and others. She lives in Madison, WI.

Preface v

Acknowledgments vii

Part I Bedrock Concepts 1

1 The Multifaceted Nature of Product Management Jobs and Structure 3

2 Leadership and Management Competencies 15

3 Business Competencies 37

4 Intelligence Gathering 59

5 Planning Frameworks 105

Part II Upstream Product Management Strategic Lew Products and Initiatives 145

6 Road Maps, Innovation, and The Fuzzy Front End 147

7 Creating-and Getting Approval For-Business Cases 175

8 Overseeing The New Product Projects 199

9 Formulating and Executing Launch Plans 219

Part III Downstream Product Management Ongoing Life-Cycle Management and Growth 249

10 Life-Cycle Management 251

11 Managing Brand Equity 283

12 Marketing Strategy and Go-To-Market Efforts 303

Part IV Fine-Tuning 327

13 Establishing A Global Mindset 329

14 Goal and Performance Alignment 351

Notes 373

Index

432 pages, Hardcover

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.