The Product Manager's Handbook Book

Preface v
Acknowledgments ix

Part I The Role and Operation of Product 1
Management The New Product Management 5
Introducing Product Management and Managing 17
Product Managers The Cross-Functional Role of Product Managers 29
Product manager. com 51

Part II Planning Skills for Product Managers 65
The Product Marketing Planning Process 69
Customer Value Management 89
The Annual Product Plan 103

Part III Product Skills 129
Evaluating the Product Portfolio 133
Strategic Product Planning 145
New Products: Proposal, Development, and Launch 155
The Financial Side of Product Management 191

Part IV Functional Skills 199
Pricing Products and Services 203
The Product Manager as Marketing Manager 221
Product Management: The Final Frontier? 239
Appendix: Sample Job Descriptions 253
Endnotes 269
Glossary 275
Index 281