Previous editions sold more than 17,000 copies Now includes a CD-ROM with Excel Worksheet templates and features new chapters on product management brand strategy and international perspectives Linda Gorchels is a well-known product management authority, and the author of The Product Manager's Field Guide and The Manager's Guide to Distribution Channels

"This revised and updated edition fully integrates the Internet and other digital technologies into the product manager's portfolio of tools. The book includes all new information on what it takes to be a successful product manager. It explains the product manager's role in the planning process (including strategic and operational planning), how to evaluate product portfolios, how to propose and develop successful new products, and much more."--BOOK JACKET.

The definitive guide to product management—updated for a more digital, more global, more competitive business landscape The digital age is here to stay. That means the pace of business change will only increase and competitive forces will challenge you, and your role as a product manager. This is the book that provides the only definitive body of knowledge of product management that you and your product teams can use to optimize your product’s business. The Product Manager’s Desk Reference has long been the go-to resource for product managers who seek to deliver quantifiable benefits to their company. In this fully revised edition of this bestseller, veteran product management thought leader Steven Haines lays out a repeatable process for product management organizational transformation, providing a clear roadmap you can follow to become the entrepreneurial strategic thinker who can drive your organization (and your career) into the future! Packed with important updates and revisions, The Product Manager’s Desk Reference, Third Edition provides essential advice on: Companies with portfolio of digital and traditional products Utilization of various development methods (waterfall and agile) Product design methods to deliver better user experiences Strategic thinking and business analysis Cross-functional product team collaboration Product portfolio management and product discontinuation Room for error in today’s fast-paced business environment shrinks by the minute. Packed with an array of new tools, techniques, and best practices—along with an explicit emphasis on data, analytics, and product performance—this new edition of the definitive product management resource is a timely and actionable guide to kicking your product management strategies into high gear.

"Nobody asked you to show up." Every experienced product manager has heard some version of those words at some point in their career. Think about a company. Engineers build the product. Designers make sure it has a great user experience and looks good. Marketing makes sure customers know about the product. Sales get potential customers to open their wallets to buy the product. What more does a company need? What does a product manager do? Based upon Product School's curriculum, which has helped thousands of students become great product managers, The Product Book answers that question. Filled with practical advice, best practices, and expert tips, this book is here to help you succeed!

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.

Accompanying CD-ROM contains ... "all 10 of the worksheets from the book, as well as a few figures ... converted to worksheets specifically for this CD ... [and] a few items from the Product Manger's Field Guide -- providing you with a total of more than 20 worksheets, templates, and checklists to adapt, amend, adjust and manipulate."--Page [391].

Dit is het e-book uittreksel behorend bij het boek 'The Product Manager s Handbook' (3e druk; ISBN 9780071459389 ) van Linda Gorchels. Uittreksels van StudentsOnly bieden je een goede manier om de stof uit het boek nog sneller en makkelijker onder de knie te krijgen. Ze geven beknopt - in ca. 10% van het aantal pagina's van het boek - een compleet overzicht van alles wat belangrijk is. In het uittreksel wordt regelmatig naar pagina's, paragrafen, tabellen of figuren in het boek verwezen; het is dan ook moeilijk te gebruiken zonder het boek, maar des te beter samen met het boek. Bron: Flaptekst, uitgeversinformatie.