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Revised and updated techniques to achieve top performance in product management The Product Managers Handbook takes the mystery out of this field by detailing how to integrate aspects from production and coordination to value maximization into a cohesive whole, while examining key international issues, new technologies, and the financial side of product management.
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NTC Business Books NTC/Contemporary Publishing Group
Page ii
Library of Congress Cataloging-in-Publication Data
Gorchels, Linda. The product manager's handbook bLinda Gorchels p. cm. Includes bibliographical references and index. ISBN 0-8442-3669-1 (hard) 1. Product management. 2. New productsMarketing I. Title. HF5415. 15.G636 1995 658.8dc2095-11300 CIP
Published by NTC Business Books An imprint of NTC/Contemporary Publishing Company 4255 West Touhy Avenue, Lincolnwood (Chicago), Illinois 60646-1975 U.S.A. Copyright 1996 by NTC/Contemporary Publishing Company All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of NTC/Contemporary Publishing Company. Printed in the United States of America International Standard Book Number: 0-8442-3669-1 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3
Page iii
CONTENTS
Preface
xi
Section One The Role and Operation of Product Management
1
Chapter 1 The New Product Management
3
Product Management Today
6
Product Management Tomorrow
8
The Product Manager's Job
10
References
13
Checklist: The New Product Management
15
Page iv
Chapter 2 Introducing Product Management and Managing Product Managers
17
Assessing the Need for and Structure of Product Management
18
Specifying Responsibilities of Product Managers and Others in the Firm
23
Characteristics of Successful Product Managers
28
Developing and Evaluating Product Managers
29
References
32
Checklist: Keys to Product Management Success
33
Chapter 3 The Role of Product Managers in the Organization
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1995