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.
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.
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