The Product Manager's Handbook 4/E (英語) ハードカバー – 2011/9/7
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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.
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.
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.
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).
Overall, not bad, but not what I was hoping for.
My only criticism is that it is a broad overview, and as such some of the areas (branding, for example) are covered very briefly. This book probably won't teach anything to the experienced product manager, but it might be useful as a reference to how other companies approach product management.