Product Manager's Handbook : The Complete

This second edition of The Product Manager's Handbook is an essential guide to success in product management. It includes practical charts, case studies, and checklists covering planning, proposals, product development, pricing, and product teams. The book has been substantially revised and has new information on the Internet as a product management tool and the future of this field.

Linda Gorchels is Director of Executive Marketing Programs at the Management Institute of the University of Wisconsin-Madison's School of Business.

Preface

v

Acknowledgments

ix

Part I The Role and Operation of Product Management

1

(64)

The New Product Management

5

(12)

Introducing Product Management and Managing Product Managers

17

(12)

The Cross-Functional Role of Product Managers

29

(22)

Product manager.com

51

(14)

Part II Planning Skills for Product Managers

65

(64)

The Product Marketing Planning Process

69

(20)

Customer Value Management

89

(14)

The Annual Product Plan

103

(26)

Part III Product Skills

129

(70)

Evaluating the Product Portfolio

133

(12)

Strategic Product Planning

145

(10)

New Products: Proposal, Development, and Launch

155

(36)

The Financial Side of Product Management

191

(8)

Part IV Functional Skills

199

(54)

Pricing Products and Services

203

(18)

The Product Manager as Marketing Manager

221

(18)

Product Management: The Final Frontier?

239

(14)

Appendix: Sample Job Descriptions

253

(16)

Endnotes

269

(6)

Glossary

275

(6)

Index

281

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.

FREE SHIPPING

Amazon no longer offers textbook rentals. We do!

Product Manager's Handbook : The Complete Product Management Resource

Summary

Author Biography

Table of Contents

Supplemental Materials