The Product Manager's Handbook 4/E

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The Product Manager's Handbook 4/E

The Product Manager's Handbook 4/E

Authors: Linda Gorchels

Published: August 2011

eISBN: 9780071773416 007177341X | ISBN: 9780071772983

Contents

Preface

Acknowledgments

Part I: Bedrock Concepts

1. The Multifaceted Nature of Product Management Jobs and Structure

2. Leadership and Management Competencies

3. Business Competencies

4. Intelligence Gathering

5. Planning Frameworks

Part II: Upstream Product Management: Strategic New Products and Initiatives

6. Road Maps, Innovation, and the Fuzzy Front End

7. Creating—and Getting Approval for—Business Cases

8. Overseeing the New Product Projects

9. Formulating and Executing Launch Plans

Part III: Downstream Product Management: Ongoing Life-Cycle Management and Growth

10. Life-Cycle Management

11. Managing Brand Equity

12. Marketing Strategy and Go-to-Market Efforts

Part IV: Fine-Tuning

13. Establishing a Global Mindset

14. Goal and Performance Alignment

Notes

Index