The Product Manager's Field Guide: Practical Tools, Exercises, and Resources for Improved Product Management

Overview

The first all-in-one guide to the techniques and tools of today's top product managers

Linda Gorchels's bestselling The Product Manager's Handbook introduced thousands of professionals to the expanding roles and responsibilities of a product manager in today's demanding marketplace. Now, in The Product Manager's Field Guide, Gorchels explores the specific skills, abilities, and competencies that separate the outstanding product manager from the average and provides you with a ...

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The Product Manager's Field Guide: Practical Tools, Exercises, and Resources for Improved Product Management

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Overview

The first all-in-one guide to the techniques and tools of today's top product managers

Linda Gorchels's bestselling The Product Manager's Handbook introduced thousands of professionals to the expanding roles and responsibilities of a product manager in today's demanding marketplace. Now, in The Product Manager's Field Guide, Gorchels explores the specific skills, abilities, and competencies that separate the outstanding product manager from the average and provides you with a detailed action plan for becoming a product manager capable of creating consistent customer delight and long-term competitive advantage.

The Product Manager's Field Guide tells you everything you need to know to create a clear vision and strategy for any product or service and then drive that vision throughout all levels of your organization and the marketplace. Look to it for:

  • Wide-ranging exercises and self-assessments for developing and rating your skills and competencies
  • Tools and action steps for using your skills to enhance customer satisfaction and competitive position
  • The five competencies of a top-performing product manager—and ways to practice and incorporate them into your daily routine

Today's best product managers must have the skills, vision, and flexibility of a start-up entrepreneur—even when they work for a Fortune 100 company! The Product Manager's Field Guide is a step-by-step action guide for learning and developing those skills and building a product management career that is productive, profitable, and professionally rewarding.

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Product Details

  • ISBN-13: 9780071410595
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 5/1/2003
  • Edition number: 1
  • Pages: 228
  • Sales rank: 1,417,346
  • Product dimensions: 7.30 (w) x 9.10 (h) x 0.50 (d)

Meet the Author

Linda Gorchels has extensive experience as a product and marketing manager and is currently managing director of executive marketing seminars in the executive education department of the school of business, University of Wisconsin-Madison. She is the author of the bestselling The Product Manager's Handbook.

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Table of Contents

Ch. 1 Assets of Influential Product Managers 1
Ch. 2 Project and Time Management Foundations 21
Ch. 3 Planning Framework 35
Ch. 4 Market Research 53
Ch. 5 Financial Foundations of Planning 75
Ch. 6 Product and Brand Portfolio Analysis 93
Ch. 7 Strategic Visioning and Planning 107
Ch. 8 Concept and Development of New Products 121
Ch. 9 Launch Guidelines for New Products 143
Ch. 10 Pricing Frameworks and Tactics 171
Ch. 11 Integrated Marketing Communications 187
Ch. 12 "Go to Market" Strategies 205
Index 219
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