The Product Manager's Handbook

The Product Manager's Handbook
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作者:
出版社: Mcgraw-Hill
2011-08
版次: 1
ISBN: 9780071772983
定价: 477.40
装帧: 精装
开本: 16开
纸张: 胶版纸
页数: 432页
正文语种: 英语
  • Theessentialguidetoseamlessproductmanagementfortoday’sfluid,unpredictablebusinessworld

    Longconsideredthemostusefulandinsightfulguideofitskind,TheProductManager’sHandbookhasbeenfullyrevisedandupdatedtogiveyoutheedgeintoday’schallengingbusinesslandscape.Itfeaturesexpandedcoverageofproductdevelopmentprocesses,intelligence-gatheringtechniques(includingsocialmedia),andagreateremphasisoninternationalissues.

    Thisindispensableresourceprovesthatthetechniquesandtoolsproductmanagersusearesimilar—regardlessofwhatindustrytheyworkinandwhatkindofproductstheymanage.Simplyput,thisbookhaseverythingyouneedforsuperiorjobperformance—whetheryoumanageconsumerorbusiness-to-businessproductscreatedbyanorganizationthatishierarchicalorhorizontal.

    TheProductManager’sHandbookshowsyouhowtointegrateyourorganization’sdisparatesegmentsintoacooperative,results-focusedunitthatproducessatisfyingproducts—frominitialdesignthroughthepostpurchaseexperience.Ifyourjobistocreateandcommercializeproducts,itprovidestheinformationyouneedto:


    Balancebreakthroughsandlineextensions
    Createbusinesscases—includingcompetitiveassessment,marketrequirements,andriskreduction
    Conductgatereviewsandbetatestingandmanagescopecreep
    Geteverythinginorderforasmoothproductlaunch

    Forthosewhomanageexistinglines,thisguideprovides:


    Specifictipsforeachofthe4Rsofproductlife-cyclemanagement
    Brandguidelines
    Approachestocustomermessagemanagement
    Adviceonworkingwithsalesandthechannel


    Clear,easy-to-readchartsshowyouhowtomanageeachcrucialstepfromconceptiontocompletion,andpracticalchecklistshelpyouevaluateprogressateverystage.Interviewswithseasonedproductmanagementconsultantsandtop-performingproductmanagersprovideyouwithdynamic,provenstrategiesforaddressingpotentialproblemsinmarketing,production,cross-culturalcommunication,andmore.

    TheProductManager’sHandbookexaminescurrentmarket-leadingcompanies,thelatestresearchfindings,andevolvingcustomerperceptionstoprovideyouwiththetoolsyouneedtodesign,produce,andmarketwinningproducts—andbeatthecompetitionateveryturn.

    LindaGorchelsservesontheExecutiveEducationfacultyoftheUniversityofWisconsin-Madison’sSchoolofBusiness.Sheistheauthororcoauthorofseveralbusinessbooks,includingTheProductManager’sFieldGuideandTheManager’sGuidetoDistributionChannels.GorchelshasprovidedcorporatetrainingforglobalorganizationsincludingNokia,Siemens,MetsoAutomation,andothers.ShelivesinMadison,WI. LindaGorchelsservesontheExecutiveEducationfacultyoftheUniversityofWisconsin-Madison’sSchoolofBusiness.Sheistheauthororcoauthorofseveralbusinessbooks,includingTheProductManager’sFieldGuideandTheManager’sGuidetoDistributionChannels.GorchelshasprovidedcorporatetrainingforglobalorganizationsincludingNokia,Siemens,MetsoAutomation,andothers.ShelivesinMadison,WI. Prefacev
    Acknowledgmentsvii
    PartIBedrockConcepts1
    1TheMultifacetedNatureofProductManagementJobsandStructure3
    2LeadershipandManagementCompetencies15
    3BusinessCompetencies37
    4IntelligenceGathering59
    5PlanningFrameworks105
    PartIIUpstreamProductManagementStrategicLewProductsandInitiatives145
    6RoadMaps,Innovation,andTheFuzzyFrontEnd147
    7Creating-andGettingApprovalFor-BusinessCases175
    8OverseeingTheNewProductProjects199
    9FormulatingandExecutingLaunchPlans219
    PartIIIDownstreamProductManagementOngoingLife-CycleManagementandGrowth249
    10Life-CycleManagement251
    11ManagingBrandEquity283
    12MarketingStrategyandGo-To-MarketEfforts303
    PartIVFine-Tuning327
    13EstablishingAGlobalMindset329
    14GoalandPerformanceAlignment351
    Notes373
    Index
  • 内容简介:
    Theessentialguidetoseamlessproductmanagementfortoday’sfluid,unpredictablebusinessworld

    Longconsideredthemostusefulandinsightfulguideofitskind,TheProductManager’sHandbookhasbeenfullyrevisedandupdatedtogiveyoutheedgeintoday’schallengingbusinesslandscape.Itfeaturesexpandedcoverageofproductdevelopmentprocesses,intelligence-gatheringtechniques(includingsocialmedia),andagreateremphasisoninternationalissues.

    Thisindispensableresourceprovesthatthetechniquesandtoolsproductmanagersusearesimilar—regardlessofwhatindustrytheyworkinandwhatkindofproductstheymanage.Simplyput,thisbookhaseverythingyouneedforsuperiorjobperformance—whetheryoumanageconsumerorbusiness-to-businessproductscreatedbyanorganizationthatishierarchicalorhorizontal.

    TheProductManager’sHandbookshowsyouhowtointegrateyourorganization’sdisparatesegmentsintoacooperative,results-focusedunitthatproducessatisfyingproducts—frominitialdesignthroughthepostpurchaseexperience.Ifyourjobistocreateandcommercializeproducts,itprovidestheinformationyouneedto:


    Balancebreakthroughsandlineextensions
    Createbusinesscases—includingcompetitiveassessment,marketrequirements,andriskreduction
    Conductgatereviewsandbetatestingandmanagescopecreep
    Geteverythinginorderforasmoothproductlaunch

    Forthosewhomanageexistinglines,thisguideprovides:


    Specifictipsforeachofthe4Rsofproductlife-cyclemanagement
    Brandguidelines
    Approachestocustomermessagemanagement
    Adviceonworkingwithsalesandthechannel


    Clear,easy-to-readchartsshowyouhowtomanageeachcrucialstepfromconceptiontocompletion,andpracticalchecklistshelpyouevaluateprogressateverystage.Interviewswithseasonedproductmanagementconsultantsandtop-performingproductmanagersprovideyouwithdynamic,provenstrategiesforaddressingpotentialproblemsinmarketing,production,cross-culturalcommunication,andmore.

    TheProductManager’sHandbookexaminescurrentmarket-leadingcompanies,thelatestresearchfindings,andevolvingcustomerperceptionstoprovideyouwiththetoolsyouneedtodesign,produce,andmarketwinningproducts—andbeatthecompetitionateveryturn.

    LindaGorchelsservesontheExecutiveEducationfacultyoftheUniversityofWisconsin-Madison’sSchoolofBusiness.Sheistheauthororcoauthorofseveralbusinessbooks,includingTheProductManager’sFieldGuideandTheManager’sGuidetoDistributionChannels.GorchelshasprovidedcorporatetrainingforglobalorganizationsincludingNokia,Siemens,MetsoAutomation,andothers.ShelivesinMadison,WI.
  • 作者简介:
    LindaGorchelsservesontheExecutiveEducationfacultyoftheUniversityofWisconsin-Madison’sSchoolofBusiness.Sheistheauthororcoauthorofseveralbusinessbooks,includingTheProductManager’sFieldGuideandTheManager’sGuidetoDistributionChannels.GorchelshasprovidedcorporatetrainingforglobalorganizationsincludingNokia,Siemens,MetsoAutomation,andothers.ShelivesinMadison,WI.
  • 目录:
    Prefacev
    Acknowledgmentsvii
    PartIBedrockConcepts1
    1TheMultifacetedNatureofProductManagementJobsandStructure3
    2LeadershipandManagementCompetencies15
    3BusinessCompetencies37
    4IntelligenceGathering59
    5PlanningFrameworks105
    PartIIUpstreamProductManagementStrategicLewProductsandInitiatives145
    6RoadMaps,Innovation,andTheFuzzyFrontEnd147
    7Creating-andGettingApprovalFor-BusinessCases175
    8OverseeingTheNewProductProjects199
    9FormulatingandExecutingLaunchPlans219
    PartIIIDownstreamProductManagementOngoingLife-CycleManagementandGrowth249
    10Life-CycleManagement251
    11ManagingBrandEquity283
    12MarketingStrategyandGo-To-MarketEfforts303
    PartIVFine-Tuning327
    13EstablishingAGlobalMindset329
    14GoalandPerformanceAlignment351
    Notes373
    Index
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