The Product Managers Handbook, 3E:Gorchels, Linda:9780071459389:eCampus.com

Revised and updated techniques to achieve top performance in product management

The Product Manager's Handbook takes the mystery out of this field by detailing how to integrate aspects from production and coordination to value maximization into a cohesive whole, while examining key international issues, new technologies, and the financial side of product management.

Preface

Acknowledgments

Part One Preparing Your Strategic Foundations

A Strategic Planning Framework for Product Managers

(20)

Heavyweight Product Managers

(5)

A Planning Framework

(8)

Your Strategic Product Vision

(1)

Checklist: A Strategic Planning Framework for Product Managers

(1)

Interview with Paul Baumgart, GE Healthcare

(4)

Notes

(1)

Trend-Spotting, Research, and Customer Segmentation

(26)

Trend-Spotting and Customer Research

(5)

Preliminary Customer Segmentation Questions

(5)

Market and Customer Analysis Process

(11)

Checklist: Trend-Spotting, Research, and Customer Segmentation

(1)

Interview with Art Weinstein, Nova Southeastern University

(2)

Notes

(1)

Competitive Intelligence for Competitive Strategies

(22)

Competitive Analysis

(2)

Establishing a Competitive Intelligence Process

(12)

Analyzing Competitive Information

(2)

Checklist: Competitive Intelligence for Competitive Strategies

(1)

Interview with Timothy J. Kindler, Society of Competitive Intelligence Professionals

(3)

Notes

(2)

Branding Strategies

(20)

The Basics

(4)

Designing a Branding Strategy

(9)

Brand Elements and Programs

(3)

Checklist: Branding Strategies

(1)

Interview with Scott Davis, Prophet

(2)

Notes

(1)

Financial and Pricing Performance

(32)

Basic Financial Concepts

(7)

Pricing Policies and Performance Improvement

(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

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.


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