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The Product Manager's Handbook 4/E [Hardcover]

Linda Gorchels

Price: 39.99 & FREE Delivery in the UK. Details
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Book Description

1 Oct 2011

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.


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Product Description

About the Author

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.


Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

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Amazon.com: 4.5 out of 5 stars  6 reviews
5 of 5 people found the following review helpful
3.0 out of 5 stars A Zoomed Out Map of the Battle Zone 22 Oct 2011
By R. Pokkyarath - Published on Amazon.com
Format:Hardcover
From what we know, the label Product Manager is such an ambiguous and broad one that the actual tasks that someone with this insignia carries out can usually be figured out only after you talk to them. The Product Manager role in a software industry would be very different from one in CPG which in turn varies wildly with the one in, say, Hospitality. So the question arises: who is this book targeted for? The answer is that it is targeted at everybody and nobody. It's highly general to be of direct use for the issues associated with a particular industry or niche. At the same time the same generality makes it useful in some sense across the spectrum because the book targets the least common denominator. For example, a PM in the software field would expect to hear about rules of engagement with developers, execution work flows (dev process), modelling methods, feedback analysis and so on and so forth. That you won't find here. What you would find here is PM as it falls under marketing and you would get a generic description of that role. So if you're absolutely new to the area and if you're looking to stand on a hill and survey your battlefield from afar, then this book would be of use.
1 of 1 people found the following review helpful
4.0 out of 5 stars Great overview for a specialized role 10 April 2012
By A_Jacobs - Published on Amazon.com
Format:Hardcover
The Product Manager's Handbook provides a comprehensive look at the responsibilities and opportunities of a product manager.
If you are looking for depth on any single topic in product management (or marketing/business) this is not the book for you.What you will find is an excellent range of all the roles/jobs that a product manager may be involved in.
Linda also has many interviews and references to other industry experts in the book, which adds additional insight.

This is not particular to any specific industry (or business structure) so it will have topics that are not directly relevant to you. However, you will definitely find topics/ideas that you are not doing and now realize you should be.

Linda has a wealth of education and real world experiences that she shares, making this this is a must have book; new to product management, need a reference guide, or are looking to revamp the role.
5.0 out of 5 stars Great information about product managers. 26 May 2014
By RESCUE Ltd. - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
Clear and useful information on the issue of product managers. Practical examples are very instructive and functional. Completely I recommend to all who are starting a junior product manager
5.0 out of 5 stars Great Introduction to the Product Management Role 20 April 2014
By Chuck Turner - Published on Amazon.com
Format:Hardcover|Verified Purchase
I have used this book as an introduction to the Product Management role with many of our junior PM's with great success. They all enjoy the dialog created from reviewing the chapters during their training periods. It is an easy read and touches on many different aspects of the role, but no one aspect too deeply - very much like a typical Product Manager's day. The phrase "jack of all trades but master of none" comes immediately to mind when I think about the PM profession, and Linda has created a nice introduction to the wide angle a view a PM must develop to be successful. I highly recommend this book for those interested in becoming or starting out as a Product Manager. It has also served me well over the years as a "back to my roots" reference for working through those infamous burnout periods that stem from being accountable for everything, but responsible for nothing.
5.0 out of 5 stars Great Book 12 Mar 2013
By J. Christian - Published on Amazon.com
Format:Hardcover|Verified Purchase
I would highly recommend this book if you are starting a Career in product management. It is also a great book to read if you are 1-2 years into the position and need some added guidance. It really gives you a nice 100,000 foot overview of the position and strategic insight on some of the more challenging stuff. It's a easy read and one of those books you pick up and don't want to put down.
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