The product manager's handbook / by Linda Gorchels.

By:

Gorchels, Linda

Material type:

TextPublication details: New York : McGraw-Hill, c2012.Edition: 4th editionDescription: viii, 392 pages : illustrations ; 24 cmISBN:

9780071772983
0071772987

Subject(s):

LOC classification:

HF 5415.15 .G67 2012

Contents:

The multifaceted nature of product management jobs and structure -- Leadership and management competencies -- Business competencies -- Intelligence gathering -- Planning frameworks -- Road maps, innovation, and the fuzzy front end -- Creating and getting approval for business cases -- Overseeing the new product projects -- Formulating and executing launch plans -- Life-cycle management -- Managing brand equity -- Marketing strategy and go-to-market efforts -- Establishing a global mindset -- Goal and performance alignment.

Summary: 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 extensionsCreate business cases-including competitive assessment, market requirements, and risk reductionConduct 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 managementBrand guidelinesApproaches to customer message managementAdvice 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.

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Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Open Shelf	Albukhary International University LEVEL 2				HF 5415.15 .G67 2012 (Browse shelf(Opens below))					Available			1100023217

Total holds: 0

The go-to guide for creating and managing a fully integrated product lifecycle--updated with critical information about innovative new tools and evolving customer perceptions

Includes bibliographical references and index.

The multifaceted nature of product management jobs and structure --
Leadership and management competencies --
Business competencies --
Intelligence gathering --
Planning frameworks --
Road maps, innovation, and the fuzzy front end --
Creating and getting approval for business cases --
Overseeing the new product projects --
Formulating and executing launch plans --
Life-cycle management --
Managing brand equity --
Marketing strategy and go-to-market efforts --
Establishing a global mindset --
Goal and performance alignment.

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 extensionsCreate business cases-including competitive assessment, market requirements, and risk reductionConduct 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 managementBrand guidelinesApproaches to customer message managementAdvice 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.

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