The Product Managers Handbook, 3E,9780071459389

The Product Managers Handbook, 3E

by
Edition: 3rd
ISBN13: 9780071459389
ISBN10: 0071459383
Format: Hardcover
Pub. Date: 2005-11-07
Publisher(s): McGraw-Hill
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Summary

A skilled product manager is among a company's most valuable employees, responsible for spearheading every step in a product's lifecycle. The Product Manager's Handbook shows you how to develop and seamlessly integrate the key aspects of successful product management-product and market knowledge, financial and strategic skills, interpersonal ability, and more-to enhance your hands-on proficiency and ensure that you are a vital contributor to your company's long-term profitability.

Author Biography

Linda Gorchels is the managing director of executive marketing seminars in the executive education department of the University of Wisconsin-Madison School of Business. She is the author of a number of successful business books, including The Product Management Handbook, The Product Manager’s Field Guide, and The Manager’s Guide to Distribution Channels; and she has provided corporate training for global organizations including Nokia, Siemens, Metso Automation, and others.

Table of Contents

Preface xi
Acknowledgments xv
Part One Preparing Your Strategic Foundations
A Strategic Planning Framework for Product Managers
3(20)
Heavyweight Product Managers
3(5)
A Planning Framework
8(8)
Your Strategic Product Vision
16(1)
Checklist: A Strategic Planning Framework for Product Managers
17(1)
Interview with Paul Baumgart, GE Healthcare
18(4)
Notes
22(1)
Trend-Spotting, Research, and Customer Segmentation
23(26)
Trend-Spotting and Customer Research
24(5)
Preliminary Customer Segmentation Questions
29(5)
Market and Customer Analysis Process
34(11)
Checklist: Trend-Spotting, Research, and Customer Segmentation
45(1)
Interview with Art Weinstein, Nova Southeastern University
46(2)
Notes
48(1)
Competitive Intelligence for Competitive Strategies
49(22)
Competitive Analysis
49(2)
Establishing a Competitive Intelligence Process
51(12)
Analyzing Competitive Information
63(2)
Checklist: Competitive Intelligence for Competitive Strategies
65(1)
Interview with Timothy J. Kindler, Society of Competitive Intelligence Professionals
66(3)
Notes
69(2)
Branding Strategies
71(20)
The Basics
71(4)
Designing a Branding Strategy
75(9)
Brand Elements and Programs
84(3)
Checklist: Branding Strategies
87(1)
Interview with Scott Davis, Prophet
88(2)
Notes
90(1)
Financial and Pricing Performance
91(32)
Basic Financial Concepts
91(7)
Pricing Policies and Performance Improvement
98(17)
Checklist: Financial and Pricing Performance
115(1)
Interview with Eric Mitchell, Professional Pricing Society
116(3)
Notes
119(4)
Part Two Product Planning and Implementation
Strategic Growth through New Products
123(20)
Strategic Product Thinking
123(5)
New-Product Development Basics
128(5)
Developing Product Ideas
133(7)
Checklist: Preparing for Strategic Product Planning
140(1)
Interview with Greg DiCillo, Life Cycle Strategies
140(2)
Notes
142(1)
The New Product Project
143(18)
Business Case
143(12)
Prototype Development
155(2)
Checklist: The New Product Project
157(1)
Interview with Steven Haines, Sequent Learning Networks
158(2)
Notes
160(1)
Crafting a Launch Strategy
161(28)
Pre-Launch
162(10)
Launch
172(8)
Post-Launch Evaluation
180(3)
Checklist: Crafting a Launch Strategy
183(1)
Interview with Steve Johnson, Pragmatic Marketing
183(5)
Notes
188(1)
Managing Existing and Mature Products
189(26)
Fitting Products into the Portfolio
189(2)
Institute a Database on Existing Products (Product Fact Book)
191(8)
Maintenance Strategies
199(6)
Revitalization Strategies
205(4)
Rationalization Strategies
209(1)
Checklist: Managing Existing and Mature Products
210(1)
Interview with Bob Brentin, Product Development and Management Association
211(2)
Notes
213(2)
Creating and Managing Customer Demand Using Marketing Plans
215(50)
Where Are You Now?
216(7)
What Are You Going To Do This Year?
223(10)
The Marketing Action Plan
233(16)
Writing the Marketing Plan
249(7)
Checklist: Creating and Using Marketing Plans
256(2)
Interview with H. Paul Root, American Marketing Association
258(3)
Notes
261(4)
Part Three Ongoing Leadership Challenges
Gaining Status as a Cross-Functional Leader
265(20)
Introducing the Cast of Characters
265(6)
Operations and R&D
271(6)
Lights, Camera, Action!
277(3)
Checklist: Gaining Status as a Cross-Functional Leader
280(1)
Interview with Jeff Mikula, GE Healthcare
281(2)
Notes
283(2)
Preparing for Globalization
285(18)
Transnational Product Strategy
288(4)
Glocalization
292(1)
Distributing to Other Countries
293(3)
Checklist: Preparing for Globalization
296(1)
Interview with Mark Phillips, GE Healthcare Asia
297(4)
Notes
301(2)
What Product Management Is and Is Not
303(24)
Product Management Today
307(3)
The Product Manager's Job
310(2)
Product Management Tomorrow
312(8)
Concluding Remarks
320(1)
Checklist: What Product Management Is and Is Not
320(1)
Interview with Tracy Carlson, The Larger View
321(4)
Notes
325(2)
Introducing Product Management and Managing Product Managers
327(18)
Assessing the Need for and Structure of Product Management
328(4)
Specifying Responsibilities of Product Managers and Others in the Firm
332(7)
Checklist: Introducing Product Management and Managing Product Managers
339(1)
Interview with Therese Padilla, Association of International Product Marketing and Management
340(3)
Notes
343(2)
Appendix A: The 3M ScotchCart® II Cartridge 345(8)
Appendix B: Sample Job Descriptions 353(16)
Index 369

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