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This is 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; and, 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 that show you how to manage each crucial step from conception to completion; and, practical checklists that 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.

Section One: Bedrock Concepts

Chapter 1. The multi-faceted nature of product management jobs and structure

a. Your job is unique ' but you're not alone

b. Product management can work for services, too!

Chapter 2. Leadership and management competencies

a. Change management

b. Surviving matrix structures and cross-functional teams

c. Tips to improve decision making

Chapter 3. Business competencies

a. Basic financial concepts

b. Assembling forecasts

c. Running a 'virtual' business

Chapter 4. Market knowledge competencies: fact capturing

a. Trend-spotting, research and customer segmentation

b. Describing the customer purchase process, personas and value chain

c. Competitive intelligence briefings

d. Technology assessment and design thinking

Chapter 5. Planning frameworks

a. The product manager continuum: from upstream to downstream

b. Introduction to portfolios

c. Innovation, revitalization, protection and sunsetting

Section Two: Upstream product management: Strategic new products & initiatives

Chapter 6. Roadmaps, strategic plans and innovation directives

a. Visualizing the future: three time horizons

b. Time management of the pipeline

c. Making buy, build or partner decisions

Chapter 7. Managing the fuzzy front end of new product processes

a. Balancing breakthroughs and incremental changes

b. Defining current and future customer need-drivers

c. Generic NPD processes and stage-gates

Chapter 8. Creating ' and getting approval for ' business cases

a. Understanding the importance of the business case

b. Estimating and validating demand

c. Requirements planning, management and clarification of feasibility

d. Framing and justifying the investment

e. The provisional marketing plan

Chapter 9. Overseeing new product projects

a. Attributes and responsibilities of core teams

b. Team decisions and processes

c. Managing scope creep

d. Guiding gate reviews and readiness to move to each level

e. Improving beta programs

Chapter 10. Formulating and executing launch plans

a. The major components of the launch document & process

b. Incorporating belief builders

c. Building in early tracking measures

d. Preparing red alert strategies

e. The final analysis: project and process reviews

Section Three: Downstream product management: Marketing and ongoing support

Chapter 11. Generating brand equity

a. Cultivating brands and positioning from the outside in

b. Brand elements, structure and strategy

Chapter 12. Lifecycle management and marketing

a. Categorizing products for streamlined efforts

b. Defensive and offensive considerations

c. Revitalization programs: product versioning

d. Revitalization programs: refocused marketing schema

e. Right-pricing your products

Chapter 13. Supporting sales and channel efforts

a. Lead generation, referrals, and collateral

b. Call support, demos and presentations

c. Converting product marketing plans into sales calls

Chapter 14. Marketing communications, SEO and social networking

a. Who should write the copy and what should it say

b. From broadcast to narrowcast approaches

c. Make the message resonate with the right customers

d. Manage the sales funnel

Chapter 15. Sunsetting

a. Defining kill criteria: the "Cockroach" problem

b. Evaluating alternative approaches for product elimination

Section Four: Fine-tuning

Chapter 16. Establishing a global mindset

a. Global versus multi-local products: decision points> b. When product development is handled in another country

c. Working with cross-cultural co-workers on project teams

d. Communicating across borders and cultures

Chapter 17. Goal and performance alignment

a. Linking goals, directives and initiatives

b. Defining appropriate product manager performance measures

c. Coaching toward proficiency

In 1995, I was frustrated with the lack of resources available for a product manager. After conducting extensive research, and coupling it with my own experience, I wrote my first book, The Product Manager's Handbook. Since then I have written two more books (including one on Channels) and the original Product Manager's Handbook is now in its third edition with translations into several languages.

People often ask me what I do for a living now. Well, as an employee of the University of Wisconsin-Madison, I do two primary things. First, I teach on the Executive Education faculty (part of the Wisconsin School of Business). Second, I manage the curriculum of marketing courses for corporate managers and professionals, including design, development, marketing, teaching and staffing of the classes.

In my "extended" career, I write, consult and collaborate on a variety of topics with a special… Read more

This biography was provided by the author or their representative.

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一般而言，产品经理负责建议并建立产品策略原则，获取与产品及顾客细分相关的市场信息，提供销售 人员有关终止特定客户关系的意见，以及在产品/服务开发、改进及删减等活动上扮演重要角色。营销服务经 理负责支援产品经理所需的沟通文件、企业整体推广及公关活动。营销研究经理则会被外派调研或自行做营 销研究，以充分掌握顾客需求和企业竞争实力，并且提供企业成长与并购活动等相关分析。区域销售经理则 负责日常激励并管理销售团队，同时必须在新产品推出时支持产品经理的工作。

成功的产品经理并没有一个理想的模式，但其需要具备的特征、技能、经验倒是颇有共识。最常被提到 的特征就是：企业家精神、领袖特质及自信心；必备的技能则包括组织能力、时间管理及沟通技巧。另外， 精通销售业务及具备相应的科技能力对许多行业来说也很重要。至于经验的重要性则视职务而定。如果需要 有高科技与工程方面的知识，可能要具备工程背景；如果需要对顾客应用层面有较多的了解，最好具备该行 业的销售背景；如果大范围市场趋势和竞争定位对这个职务很重要，可能就需要拥有营销研究及（或）广告 经验的人了。

协调型产品经理的职能主要在于确保既定要求能如期达成，他们处理较多的预算问题，较少涉及计划本 身。指导型的产品经理除了协调项目进行，还要发展产品计划。领袖型的产品经理比较具有企业家精神，在 产品及服务的策略规划上也较为积极。

产品经理需要拥有产品珩业、业务、人际沟通管理等多方面的知识。通常在接任职务之初，产品经理会 将大部分时间用在收集、组织有关产品与顾客的信息，尤其是产品的竞争情形上。当经验逐渐积累之后，产 品经理关心的焦点就转移到财务、营销、策略规划等综合性企业知识上。同时，他也开始发展建立工作团队、 协商、沟通及领导等能力。

利润贡献是将产品毛利扣除其产品经理的直接、可控制或相关费用后的利润。利润贡献相对于整体 经常性支出的比例，也就是“产品对...

敏感度、智慧及直觉是产品经理的必备特征。

很多专家都预测，品牌的重要性将随着电子商务的成长开始递减，买家可以找到符合需求的最具价值的产品。

产品经理通常被赋予管理及营销特定的产品线、品牌或服务（包括既有产品及新开发产品）的责任。在某些情况下，产品经理也可能被冠以“品牌经理”（brand manager）、“行业经理”（industry manager）、“顾客细分经理”（customer segment manager）等名称（ “产品”一词在此泛指有形产品及服务）。

“产品经理有一项很重要的工作，就是管理顾客的期望。最重要的是，绝不能认为地抬高顾客期待（通过广告或销售承诺）到你的产品无法达成的地步。“

“你应该思考究竟是什么让你的产品看起来比竞争产品好，而且与众不同。然后你该想办法让产品的这些特点更为突出，更有利于顾客，以及更值得信赖。“

书籍介绍

This is 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; and, 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 that show you how to manage each crucial step from conception to completion; and, practical checklists that 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.