The Product Manager's Handbook 4/E

The Product Manager's Handbook 4/E

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The essential guide to seamless product management for todaya€™s fluid, unpredictable business world Long considered the most useful and insightful guide of its kind, The Product Managera€™s Handbook has been fully revised and updated to give you the edge in todaya€™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 similara€”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 performancea€”whether you manage consumer or business-to-business products created by an organization that is hierarchical or horizontal. The Product Managera€™s Handbook shows you how to integrate your organizationa€™s disparate segments into a cooperative, results-focused unit that produces satisfying productsa€”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 casesa€”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 Managera€™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 productsa€”and beat the competition at every turn.... whereby products are crea€” ated in developing countries for use in that country as well as selected applications in developed countries. ... Software as a service is shifting the purchase of software applications (via downloads and CDs for a given computer) to purchase ... For example, when Ford redesigned the 1992 Taurus, it benchmarked more than two hundred features against seven competitors.

Title:The Product Manager's Handbook 4/E
Author: Linda Gorchels
Publisher:McGraw Hill Professional - 2011-08-17

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