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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.
- Sales Rank: #326810 in Books
- Published on: 2011-09-07
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x 1.19" w x 6.40" l, 1.54 pounds
- Binding: Hardcover
- 400 pages
About the Author
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.
Most helpful customer reviews
54 of 54 people found the following review helpful.
Good for First Venture into Product Management
By Michael J Webb
This book is a good first step into product management (even though I tend to be partial to textbooks). It covers a wide spectrum of the topic. Unfortunately, this wide coverage and the book's short length (254 pages) means that at times it tends to be a bit too general. If you are looking for a very specific and comprehensive book then this might not be the one for you.
On the upside, it's packed full with charts, checklists and case studies (invaluable tools in learning), and it's written in a pretty concise fashion.
Overall, I feel that this book is a very good introduction into the area of product management for the beginner and possibly a supplimental text for the seasoned product manager.
TABLE OF CONTENTS:
SECTION ONE: The Role and Operation of Product Management. 1. The New Product Management. 2. Introducing Product Management and Managing Product Managers. 3. The Role of Product Managers in the Organization. Case One: Heavyweight Product Managers.
SECTION TWO: Planning Skills for Product Managers. 4. The Product Marketing Planning Process. 5. The Annual Product Plan. Case Two: The Importance of Data.
SECTION THREE: Product Skills. 6. Evaluating the Product Portfolio. 7. Strategic Product Planning. 8. New Products: Proposal, Developmeent, and Lauch. Case Three: The Many Aspects of Product Line Management.
SECTION FOUR: Functional Skills. 9. Pricing Products and Services. 10. The Product Manager as Marketing Manager. 11. Product Management: The Final Frontier? Case Four: The 3M ScotchCartII Cartridge.
Please let me know if this was of help.
49 of 54 people found the following review helpful.
Good for both novices and seniors
By henter@injersey.com
Product Management is one of those jobs that is different for each product manager, what it is depends on your product and what you make of it. The danger is that when you write about product management, you focus on your specific experience. I found this book to be general enough to be of interest of many, still it was not so highlevel that it did not provide any help. I would recommend this book to everyone who thinks about product management as a next career. I would also recommend it to those who have been in product management for several years, and just want to read what others think about it
24 of 26 people found the following review helpful.
Good But Basic
By A Customer
This is a solid desk reference for less experienced product managers. If you have many years of experience, you may find this book somewhat basic.
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