ESCP Europe

"Renowned for offering detailed and valuable guidance to all product managers, regardless of market or industry, The Product Managers Handbook has been extensively revised and updated for todays changing business landscape. While product managers must flourish in many different environments--such as consumer versus business-to-business products or hierarchical versus horizontal, team-driven organizations--the techniques and tools they need for management success are remarkably similar. The Product Managers Handbook examines each piece of the puzzle, showing you how to integrate your organizations disparate segments into a cooperative, results-focused unit that works together to create satisfying products from initial design through post-purchase satisfaction. The essential guide to seamless product management in a fluid and unpredictable business world, The Product Managers Handbook gives you the knowledge you need." - from book jacket.

PART 1. PREPARING YOUR STRATEGIC FOUNDATIONS --- 1. A strategic planning framework for product managers --- 2. Trend-Spotting, Research, and Customer Segmentation --- 3. Competitive Intelligence for Competitive Strategies --- 4. Branding strategies --- 5. Financial and pricing performance --- PART TWO. PRODUCT PLANNING AND IMPLEMENTATION --- 6. Strategic growth through new products --- 7. The new product project --- 8. Crafting a launch strategy --- 9. Managing existing and mature products --- 10. Creating and managing customer demand using marketing plans --- PART THREE. ONGOING LEADERSHIP CHALLENGES --- 11. Gaining status as a cross-functional leader --- 12. Preparing for globalization --- 13. What product management is and is not --- 14. Introducing product management and managing product managers --- Appendix A. The 3M ScotchCart® II Cartridge --- Appendix B. Sample job descriptions..