{"product_id":"the-product-managers-handbook-4e","title":"The Product Manager's Handbook 4\/E","description":"\u003cp\u003eThe essential guide to seamless product management for todays fluid  unpredictable business world  Long considered the most useful and insightful guide of its kind  The Product Managers Handbook  now in its 4th edition  gives you the edge in todays challenging business landscape. It features expanded coverage of product development processes  intelligence-gathering techniques  leadership and business competencies and life-cycle management. This indispensable resource for those managing non-software offerings (capital goods  consumer products  medical equipment  services  etc.) provides tools to help product managers get started. And it can help experienced product managers by reminding them about the basics.  The Product Managers Handbook shows you how to integrate your organizations disparate segments into a cooperative  results-focused unit that produces satisfying productsfrom initial design through the post-purchase experience. If your job is to create and commercialize products  it provides the information you need to: Balance breakthroughs and line extensions Create business casesincluding competitive assessment  market requirements  and risk reduction Conduct gate reviews and beta testing and manage scope creep Get everything in order for a smooth product launch For those who manage existing lines  this guide provides: Specific tips for each of the 4Rs of product life-cycle management Brand guidelines Approaches to customer message management Advice on working with sales and the channel Clear  easy-to-read charts show you how to manage each crucial step from conception to completion  and practical checklists help you evaluate progress at every stage. Interviews with seasoned product management consultants and organizational managers as well as top-performing product managers provide you with dynamic  proven strategies for addressing potential problems in marketing  production  cross-cultural communication  and more.  The Product Managers Handbook examines current market-leading companies  the latest research findings  and evolving customer perceptions to provide you with the tools you need to design  produce  and market winning productsand beat the competition at every turn.\u003c\/p\u003e","brand":"My Store","offers":[{"title":"Default Title","offer_id":44946143248437,"sku":"ByrdShop_0071772987","price":27.71,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0627\/8139\/0901\/files\/9780071772983_d40a730a-c862-4f19-8b6f-a2e5f65fea14.jpg?v=1770143788","url":"https:\/\/atxbooks.com\/products\/the-product-managers-handbook-4e","provider":"ATX Books","version":"1.0","type":"link"}