ISBN 9781259027727,The Product Manager's

The Product Manager's

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Publication Year 2012

ISBN 9781259027727

ISBN-10 1259027724


Edition 4th
Number of Pages 400 Pages
Language (English)


TABLE OF CONTENTS Part I: Bedrock Concepts 1. The Multifaceted Nature of Product Management Jobs and Structure 2. Leadership and Management Competencies 3. Business Competencies 4. Intelligence Gathering 5. Planning Frameworks Part II: Upstream Product Management: Strategic New Products and Initiatives 6. Road Maps, Innovation, and the Fuzzy Front End 7. Creating?and Getting Approval for?Business Cases 8. Overseeing the New Product Projects 9. Formulating and Executing Launch Plans Part III: Downstream Product Management: Ongoing Life - Cycle Management and Growth 10. Life-Cycle Management 11. Managing Brand Equity 12. Marketing Strategy and Go-To-Market Efforts Part IV: Fine - Tuning 13. Establishing A Global Mindset 14. Goal and Performance Alignment