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Book Description
Publication Date: June 1, 2000 | ISBN-10: 0658001353 | ISBN-13: 978-0658001352 | Edition: 2
The Product Manager's Handbook is the essential guide to successful product management in today's fast-changing business world. Product and brand managers, as well as upper-level sales, marketing, and branding executives, will find the text thorough and informative as it explains and analyzes the product manager's role in both traditional, hierarchical organizations as well as in newer horizontal, team-driven decision-making structures.
What is a product manager? The overall responsibility of a product manager is to integrate the various segments of a business into a strategically focused whole, maximizing the value of a product by coordinating the production of an offering with an understanding of market needs. A product manager must oversee all aspects of a product or service line in order to create and deliver superior customer satisfaction while simultaneously providing long-term value for the company.
The Product Manager's Handbook covers all of these topics in a convenient, easy-to-follow presentation that includes:
- Hands-on charts for managing every key step, from concept to completion
- Practical checklists for evaluating progress at every critical stage
- Brief profiles in every chapter of specific product management roles, functions, and issues
- Real-world cases illustrating the challenges of product management in action
This thoroughly revised and updated second edition fully integrates the Internet and other digital technologies into the product manager's arsenal of tools. The book includes all new information on what it takes to be a successful product manager. It explains the product manager's role in the planning process (including strategic and operational planning), how to evaluate product portfolios, how to propose and develop successful new products, and more.
The product manager is frequently the source of the entrepreneurial spirit and sense of innovation that drives a successful organization. Learn to make the most of your product management system with this indispensable reference guide.
Editorial Reviews
From the Back Cover
The Product Manager's Handbook is the essential guide to successful product management in today's fast-changing business world. Product and brand managers, as well as upper-level sales, marketing, and branding executives, will find the text thorough and informative as it explains and analyzes the product manager's role in both traditional, hierarchical organizations as well as in newer horizontal, team-driven decision-making structures.
What is a product manager? The overall responsibility of a product manager is to integrate the various segments of a business into a strategically focused whole, maximizing the value of a product by coordinating the production of an offering with an understanding of market needs. A product manager must oversee all aspects of a product or service line in order to create and deliver superior customer satisfaction while simultaneously providing long-term value for the company.
The Product Manager's Handbook covers all of these topics in a convenient, easy-to-follow presentation that includes:
- Hands-on charts for managing every key step, from concept to completion
- Practical checklists for evaluating progress at every critical stage
- Brief profiles in every chapter of specific product management roles, functions, and issues
- Real-world cases illustrating the challenges of product management in action
This thoroughly revised and updated second edition fully integrates the Internet and other digital technologies into the product manager's arsenal of tools. The book includes all new information on what it takes to be a successful product manager. It explains the product manager's role in the planning process (including strategic and operational planning), how to evaluate product portfolios, how to propose and develop successful new products, and more.
The product manager is frequently the source of the entrepreneurial spirit and sense of innovation that drives a successful organization. Learn to make the most of your product management system with this indispensable reference guide.
About the Author
Linda Gorchels is Director of Executive Marketing Programs at the Management Institute of the University of Wisconsin's School of Business. Prior to joining the faculty at University of Wisconsin, Gorchels held product and marketing management positions at VEREX Assurance, Wm. C. Brown Publishers, and Lear-Siegler, Inc. Gorshels regularly conducts on-site instruction for clients such as Motorola and The Miller Group
Product Details
- Hardcover: 304 pages
- Publisher: McGraw-Hill; 2 edition (June 1, 2000)
- Language: English
- ISBN-10: 0658001353
- ISBN-13: 978-0658001352
- Product Dimensions: 9.4 x 6.3 x 1 inches
- Shipping Weight: 1.5 pounds
- Average Customer Review: 4.3 out of 5 stars See all reviews (19 customer reviews)
- Amazon Best Sellers Rank: #1,000,337 in Books (See Top 100 in Books)
Most Helpful Customer Reviews
111 of 114 people found the following review helpful
4.0 out of 5 stars Great overview of product management as a profession August 1, 2000
By Todd Dailey
Format:Hardcover|Verified Purchase
As a new product manager, I found this book quite useful as an overview of what is to be expected of a product manager. The book covers the roles, skills, and expectations of the product manager, covers the different organizational structures that cover product management, and uses detailed examples to show how those functions work in practice.
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.
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.
53 of 55 people found the following review helpful
4.0 out of 5 stars Great reference book...but perhaps start at Chapter 5 February 1, 2003
Format:Hardcover
For product managers and, in fact, *anyone* who contributes the to the making, marketing or selling of products, this is a great reference book to have on your shelves. Linda Gorchels does a masterful job synthesizing all of the issues a product manager must be capable of tackling. She accomplishes this task with clean, well-structured text and examples. The heart of the book is really a series of extended checklists which are comprehensive, well-researched and accesible to the lay reader.
My only complaint is that the book is front-loaded with some some compartively less important stuff, including a chapter entitled "Product Manager.com." I suppose this emphasis is reflective of a book written in 1999 and published in 2000. But as I cast my eye warily at that chapter I was *this close* to just chucking the whole thing.
Just then...bingo. The red meat arrived at Chapter 5 when *finally* the planning skills required to be a PM were introduced. The book from this point (p. 69 in hardcover) on is cram-packed with tremendous information that you'll use again and again.
So, my word of advice when you get this book is either (a) don't give up on it early, or (b) proceed directly to Chapter 5.
My only complaint is that the book is front-loaded with some some compartively less important stuff, including a chapter entitled "Product Manager.com." I suppose this emphasis is reflective of a book written in 1999 and published in 2000. But as I cast my eye warily at that chapter I was *this close* to just chucking the whole thing.
Just then...bingo. The red meat arrived at Chapter 5 when *finally* the planning skills required to be a PM were introduced. The book from this point (p. 69 in hardcover) on is cram-packed with tremendous information that you'll use again and again.
So, my word of advice when you get this book is either (a) don't give up on it early, or (b) proceed directly to Chapter 5.
34 of 36 people found the following review helpful
4.0 out of 5 stars Great Overview for Role Definition and General Planning January 26, 2001
By "juliec007"
Format:Hardcover
I wish I had bought this book a year ago when I began building our PM Department! I live in Germany and the role of the product manager is poorly understood by many people I come into contact with. So it helps to have written examples which indicate that I am moving in the right direction. Even today, I find the book to be quite useful and the scenarios described in the book certainly apply to much of what I had to learn the hard way. It is a bit general for an experienced product manager but its small form-factor makes it easy to have with you at all times. It is an invaluable resource for those who are new to product management and is full of great ideas to help you move your product forward.
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