The Product Manager's Handbook

Theessentialguidetoseamlessproductmanagementfortoday’sfluid,unpredictablebusinessworldLongconsideredthemostusefulandinsightfulguideofitskind,TheProductManager’sHandbookhasbeenfullyrevisedandupdatedtogiveyoutheedgeintoday’schallengingbusinesslandscape.Itfeaturesexpandedcoverageofproductdevelopmentprocesses,intelligence-gatheringtechniques(includingsocialmedia),andagreateremphasisoninternationalissues.Thisindispensableresourceprovesthatthetechniquesandtoolsproductmanagersusearesimilar—regardlessofwhatindustrytheyworkinandwhatkindofproductstheymanage.Simplyput,thisbookhaseverythingyouneedforsuperiorjobperformance—whetheryoumanageconsumerorbusiness-to-businessproductscreatedbyanorganizationthatishierarchicalorhorizontal.TheProductManager’sHandbookshowsyouhowtointegrateyourorganization’sdisparatesegmentsintoacooperative,results-focusedunitthatproducessatisfyingproducts—frominitialdesignthroughthepostpurchaseexperience.Ifyourjobistocreateandcommercializeproducts,itprovidestheinformationyouneedto:BalancebreakthroughsandlineextensionsCreatebusinesscases—includingcompetitiveassessment,marketrequirements,andriskreductionConductgatereviewsandbetatestingandmanagescopecreepGeteverythinginorderforasmoothproductlaunchForthosewhomanageexistinglines,thisguideprovides:Specifictipsforeachofthe4Rsofproductlife-cyclemanagementBrandguidelinesApproachestocustomermessagemanagementAdviceonworkingwithsalesandthechannelClear,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.