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The Product Manager's Handbook 4/E | |||
The Product Manager's Handbook 4/E |
The essential guide to seamless product management for today’s fluid, unpredictable business world
Long considered the most useful and insightful guide of its kind, The Product Manager’s Handbook has been fully revised and updated to give you the edge in today’s challenging business landscape. It features expanded coverage of product development processes, intelligence-gathering techniques (including social media), and a greater emphasis on international issues.
This indispensable resource proves that the techniques and tools product managers use are similar―regardless of what industry they work in and what kind of products they manage. Simply put, this book has everything you need for superior job performance―whether you manage consumer or business-to-business products created by an organization that is hierarchical or horizontal.
The Product Manager’s Handbook shows you how to integrate your organization’s disparate segments into a cooperative, results-focused unit that produces satisfying products―from initial design through the postpurchase experience. If your job is to create and commercialize products, it provides the information you need to: Balance breakthroughs and line extensions Create business cases―including competitive assessment, market requirements, and risk reduction Conduct gate reviews and beta testing and manage scope creep Get everything in order for a smooth product launch
For those who manage existing lines, this guide provides: Specific tips for each of the 4Rs of product life-cycle management Brand guidelines Approaches to customer message management Advice on working with sales and the channel
Clear, easy-to-read charts show you how to manage each crucial step from conception to completion, and practical checklists help you evaluate progress at every stage. Interviews with seasoned product management consultants and top-performing product managers provide you with dynamic, proven strategies for addressing potential problems in marketing, production, cross-cultural communication, and more.
The Product Manager’s Handbook examines current market-leading companies, the latest research findings, and evolving customer perceptions to provide you with the tools you need to design, produce, and market winning products―and beat the competition at every turn.
作者简介Linda Gorchels serves on the Executive Education faculty of the University of Wisconsin-Madison’s School of Business. She is the author or coauthor of several business books, including The Product Manager’s Field Guide and The Manager’s Guide to Distribution Channels. Gorchels has provided corporate training for global organizations including Nokia, Siemens, Metso Automation, and others. She lives in Madison, WI.
网友对The Product Manager's Handbook 4/E的评论
I like this book very much. As a guide book for a junior PM, it's my bible.
Currently it's the latest version since the Chinese (translated) one haven't been published yet, eventhough the price is a big high, and I would like to say, it's worthy.
读了一大半了,要是早两年读到此书就好了,自己做产品经理的诸多体验在书都有详述,还有很多启发,以改善工作之中不足之处。
This book is a good first step into product management (even though I tend to be partial to textbooks). It covers a wide spectrum of the topic. Unfortunately, this wide coverage and the book's short length (254 pages) means that at times it tends to be a bit too general. If you are looking for a very specific and comprehensive book then this might not be the one for you.
On the upside, it's packed full with charts, checklists and case studies (invaluable tools in learning), and it's written in a pretty concise fashion.
Overall, I feel that this book is a very good introduction into the area of product management for the beginner and possibly a supplimental text for the seasoned product manager.
TABLE OF CONTENTS:
SECTION ONE: The Role and Operation of Product Management. 1. The New Product Management. 2. Introducing Product Management and Managing Product Managers. 3. The Role of Product Managers in the Organization. Case One: Heavyweight Product Managers.
SECTION TWO: Planning Skills for Product Managers. 4. The Product Marketing Planning Process. 5. The Annual Product Plan. Case Two: The Importance of Data.
SECTION THREE: Product Skills. 6. Evaluating the Product Portfolio. 7. Strategic Product Planning. 8. New Products: Proposal, Developmeent, and Lauch. Case Three: The Many Aspects of Product Line Management.
SECTION FOUR: Functional Skills. 9. Pricing Products and Services. 10. The Product Manager as Marketing Manager. 11. Product Management: The Final Frontier? Case Four: The 3M ScotchCartII Cartridge.
Please let me know if this was of help.
As a Product Manager with 20+ years of experience, I read the book based on a recommendation from a colleague in the hope that I can suggest it as a reading for new members in my organization. This book was a huge let down to say the least. While it provides basic constructs, it doesn't have the practical depth. Most of the information is anecdotal. The book uses a lot of terms without ever defining them (or doing so much later).
If you are absolutely new to the work force and are wondering what is product management, then this might be a good start. However if you are looking for practical information as an experienced professional growing in the Product org or is moved into the Product org, please look elsewhere - would recommend that you look for something that is industry specific.
By writing a book that is generic, the author has ended up creating a very high overview which unfortunately has no practical value. I am told the previous version of the book was much better, but after this one I don't have the courage or appetite to look for it.
I would highly recommend this book if you are starting a Career in product management. It is also a great book to read if you are 1-2 years into the position and need some added guidance. It really gives you a nice 100,000 foot overview of the position and strategic insight on some of the more challenging stuff. It's a easy read and one of those books you pick up and don't want to put down.
This is a very good introductory text to anyone who aspires to be a Product Manager. It skims through the generics of what is required of a Product Manager in general. Coverage of topics such as planning for new products, some light financial discussions, discussions about marketing plans, etc. are useful to know.
It pays to note that this book is light on details and should be used as an introductory text. There are books that offer in-depth coverage of specific areas of product management areas such as marketing planning, business planning, marketing analysis, data mining, and so on.
Although a bit light on details, I gave it 4 stars because if it went into details it would have been a 5000 page book as Product Management sits anywhere between a simple to complex discipline depending on what industry and what firm one works in.
This book is probably the best overall guide for Product Managers I have seen. It is very broad in places because it tries to remain as applicable to Product Managers of all kinds of products, from shampoo to TVs to computer software. The concepts of Product Management are the same, regardless of industry, but the reader needs to be capable of translating broad concepts into something applicable to their own setting.
The book does a great job of describing the scope of a Product Manager's role and the types of things a Product Manager should be thinking about. This is particularly useful for new Product Managers or for experienced Product Managers that want a reference point for helping explain their role to others (often one of the greatest challenges for a Product Manager).
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