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Index
Cover Page
The Product Manager’s Handbook
Copyright Page
Contents
Preface
Acknowledgments
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
Notes
Index
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