The Product Manager's Field Guide Practical

The ideal companion to the author's bestsellingThe Product Manager's Handbook,The Product Manager's Field Guideexpands upon the overview and the responsibilities of product managers and delves into specific skills, abilities, and competencies to help them improve their performance. It provides readers with tools and exercises for functions such as marketing, planning, forecasting, and new product development and offers step-by-step instructions for activities designed to monitor and assess product-planning efforts.

Linda Gorchels has extensive experience as a product and marketing manager and is currently managing director of executive marketing seminars in the executive education department of the school of business, University of Wisconsin-Madison. She is the author of the bestselling The Product Manager's Handbook.

Assets of Influential Product Managers

1

(21)

Drive Business Results

3

(3)

Deliver Results Through People

6

(5)

Ensure Market-Driven Direction

11

(2)

Guide Product ``Fit'' and Function

13

(3)

Manage Multiple Priorities

16

(1)

Entrepreneurial Skills and Traits

17

(1)

Creating the Product Manager Scorecard

18

(3)

Project and Time Management Foundations

21

(14)

Project Management Fundamentals

22

(6)

Time Management

28

(7)

Planning Framework

35

(18)

Clarify Your Scope

35

(1)

Environmental Scan

36

(4)

Goals and Objectives

40

(1)

Strategies and Tactics

41

(4)

Implementation

45

(1)

Tracking

46

(7)

Market Research

53

(22)

Create a Source Network

53

(1)

Formulate the Research Problem

54

(10)

Design and Schedule the Project

64

(1)

Prepare Field Procedures

65

(1)

Develop Questionnaire

66

(3)

Collect, Edit, and Code Data

69

(1)

Process Data and Make Decisions

70

(5)

Financial Foundations of Planning

75

(18)

Evaluating Product Lines

76

(2)

Flexible Product Budgets

78

(3)

Product Costing

81

(8)

Evaluating Investment Alternatives

89

(4)

Product and Brand Portfolio Analysis

93

(14)

Product Line Planning

94

(5)

Brand Equity Management

99

(2)

Global Product Planning

101

(3)

Product Rationalization

104

(3)

Strategic Visioning and Planning

107

(14)

Strategic Thinking

107

(4)

Strategy Development

111

(6)

Strategy Implementation

117

(4)

Concept and Development of New Products

121

(22)

New Product Objectives

121

(2)

Idea Generation

123

(3)

Forecasting and Concept Screening

126

(6)

Concept Refinement and Specification of Requirements

132

(5)

Prototype Testing

137

(6)

Launch Guidelines for New Products

143

(28)

Launch Preparation: Start Early

143

(14)

Implement the Launch: Establish Buy-In and Support

157

(7)

Post-Launch Tracking: Early Course Correction

164

(7)

Pricing Frameworks and Tactics

171

(16)

Pricing Goals and Objectives

171

(2)

New Product Pricing

173

(2)

Pricing Product Line Extensions

175

(2)

Price Decision Factors

177

(1)

Pricing Supplementary Services and Options

178

(1)

Price Erosion in the Industry

179

(1)

Initiating Price Changes

180

(1)

Sales Force Discounting

181

(1)

Global Pricing

182

(5)

Integrated Marketing Communications

187

(18)

Marketing Communications

188

(1)

Brand Equity and Positioning

189

(4)

Integrating the Marketing Communications

193

(6)

Sales Support Materials

199

(1)

Complementary Communications Efforts

200

(5)

``Go to Market'' Strategies

205

(14)

Strategic Fit Questions

206

(6)

Ongoing Support

212

(7)

Index

219

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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The Product Manager's Field Guide Practical Tools, Exercises, and Resources for Improved Product Management

Summary

Author Biography

Table of Contents

Supplemental Materials