The Product Managers Handbook, 3E

by Gorchels, Linda

• ISBN13: 9780071459389
• ISBN10: 0071459383
• Edition: 3rd
• Format: Hardcover
• Copyright: 2005-11-07
• Publisher: McGraw-Hill

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