The product manager's desk reference /

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Introducing a brand-new Product Management Life Cycle (PMLC) model, this fully revised second edition provides the knowledge, tools, and insight you need to establish yourself as a cutting-edge product manager who contributes measurably to your company's success. Steven Haines clearly illustrat...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Haines, Steven
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York : McGraw-Hill Education, ©2014.
Edición:2nd ed.
Temas:
Product management.
Marketing.
Product differentiation.
Business forecasting.
New products.
Marketing
Produits commerciaux > Gestion.
Produits commerciaux > Différenciation.
Prévision commerciale.
marketing.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • A. DEDICATION
  • B. ILLUSTRATIONS
  • C. TEMPLATES
  • D. FOREWORD
  • E. PREFACE
  • F. INTRODUCTION
  • A. MODULE 1: FOUNDATIONS OF PRODUCT MANAGEMENT
  • 1. WHAT IS PRODUCT MANAGEMENT?
  • 2. THE PRODUCT MASTER PLAN
  • 3. LEADERSHIP: CREATING INFLUENCE
  • 4. CROSS-FUNCTIONAL PRODUCT TEAMS: GETTING THINGS DONE
  • 5. PROBLEM SOLVING AND DECISION MAKING: WHAT'S NEXT?
  • 6. FINANCE FOR THE PRODUCT MANAGER: KEEPING SCORE
  • B. MODULE 2: BUILDING INSIGHTS AND DRIVING STRATEGIES BY MAKING THE MARKET YOUR PRIMARY FOCUS
  • 7. THE PLAYING FIELD AND THE PLAYERS: ANALYZING THE INDUSTRY AND COMPETITION
  • 8. FINDING MARKETS TO CONQUER BY UNDERSTANDING CUSTOMER NEEDS AND MARKET SEGMENTS
  • 9. PREPARING TO SET YOUR MILEPOSTS: FORECASTING FOR THE PRODUCT MANAGER
  • 10. STRATEGIC PRODUCT PLANNING: THE INFLECTION POINT
  • C. MODULE 3: THE START OF THE PRODUCT'S JOURNEY: THE NEW PRODUCT DEVELOPMENT PROCESS
  • 11. MAKING A MOLEHILL OUT OF A MOUNTAIN: THE CONCEPT PHASE
  • 12. IS THERE REALLY A BUSINESS HERE? ASSESSING FEASIBILITY
  • 13. APPEARANCES ARE EVERYTHING: DEFINING AND DESIGNING THE PRODUCT
  • 14. JUSTIFYING PRODUCT INVESTMENTS: THE BUSINESS CASE
  • 15. SYNCHRONIZING THE GEARS: THE MARKETING PLAN FOR THE PRODUCT
  • 16. EXECUTION AND OVERSIGHT DURING PRODUCT DEVELOPMENT
  • 17. INTRODUCING THE PRODUCT AND ORCHESTRATING THE LAUNCH
  • D. MODULE 4: CONTINUING THE JOURNEY: POST-LAUNCH PRODUCT MANAGEMENT
  • 18. AUDITING RESULTS AFTER THE LAUNCH
  • 19. POST-LAUNCH STRATEGIC PERFORMANCE ANALYSIS
  • 20. POST-LAUNCH STRATEGIC MIX MANAGEMENT
  • 21. LIFE CYCLE PRODUCT PORTFOLIO MANAGEMENT
  • 22. ENOUGH'S ENOUGH! DISCONTINUING THE PRODUCT
  • E. MODULE 5: PROFESSIONALIZING PRODUCT MANAGEMENT
  • 23. Charting Your Career
  • 24. ORGANIZING FOR AND MANAGING PRODUCT MANAGEMENT
  • F. MODULE 6: THE PRODUCT MANAGER'S TOOLBOX
  • G. GLOSSARY
  • H. REFERENCES AND RESOURCES.

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