The Product Manager's Handbook is the essential guide to successful product management in today's fast-changing business world. Product and brand managers, as well as upper-level sales, marketing, and branding executives, will find the text thorough and informative as it explains and analyzes the product manager's role in both traditional, hierarchical organizations as well as in newer horizontal, team-driven decision-making structures.What is a product manager? The overall responsibility of a product manager is to integrate the various segments of a business into a strategically focused whole, maximizing the value of a product by coordinating the production of an offering with an understanding of market needs. A product manager must oversee all aspects of a product or service line in order to create and deliver superior customer satisfaction while simultaneously providing long-term value for the company.The Product Manager's Handbook covers all of these topics in a convenient, easy-to-follow presentation that includes: * Hands-on charts for managing every key step, from concept to completion * Practical checklists for evaluating progress at every critical stage * Brief profiles in every chapter of specific product management roles, functions, and issues * Real-world cases illustrating the challenges of product management in action This thoroughly revised and updated second edition fully integrates the Internet and other digital technologies into the product manager's arsenal of tools. The book includes all new information on what it takes to be a successful product manager. It explains the product manager's role in the planning process (including strategic and operational planning), how to evaluate product portfolios, how to propose and develop successful new products, and more.The product manager is frequently the source of the entrepreneurial spirit and sense of innovation that drives a successful organization. Learn to make the most of your product management system with this indispensable reference guide.

《产品经理手册》是在当今瞬息万变的商业世界中成功进行产品管理的重要指南。产品和品牌经理，以及高层销售、市场营销和品牌管理人员，会发现这篇文章内容详尽，内容翔实，因为它解释和分析了产品经理在传统的层级组织以及较新的横向、团队驱动的决策结构中的角色。什么是产品经理？产品经理的总体职责是将业务的各个部分整合到一个战略上集中的整体中，通过协调产品的生产和对市场需求的了解，使产品的价值最大化。产品经理必须监督产品或服务线的所有方面，以创造和提供卓越的客户满意度，同时为公司提供长期价值。产品经理手册以方便的方式涵盖了所有这些主题，简单易懂的演示文稿，包括：*从概念到完成的每个关键步骤的管理实践图表*评估每个关键阶段进展的实际检查表*具体产品管理角色、职能的每一章的简要介绍，和问题*现实世界的案例说明了产品管理在行动中的挑战这个彻底修订和更新的第二版充分集成了互联网和其他数字技术到产品经理的武器库的工具。这本书包含了所有关于成功的产品经理所需要的新信息。它解释了产品经理在规划过程（包括战略和运营规划）中的角色，如何评估产品组合，如何提出和开发成功的新产品，等等。产品经理通常是企业家精神和创新意识的源泉，这些精神和意识驱动着一个成功的组织。学会充分利用您的产品管理系统与这个不可或缺的参考指南。