The Complete Product
NTC Business Books
NTC/Contemporary Publishing Group
Copyright © 2000 by Linda Gorchels. All rights reserved. Manufactured in the United States of
America. Except aspermitted under the United States Copyright Act of 1976, no part of this publication
may be reproduced or distributed in any form or by any means, or stored in a database or retrieval
system, without the prior written permission of the publisher.
The material in this eBook also appears in the print version of this title: 0-658-00135-3.
All trademarks are trademarks oftheir respective owners. Rather than put a trademark symbol after
every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit
of the trademark owner, with no intention of infringement of the trademark. Where such designations
appear in this book, they have been printed with initial caps.
McGraw-Hill eBooks are available at special quantity discountsto use as premiums and sales promotions,
or for use in corporate training programs. For more information, please contact George
Hoare, Special Sales, at email@example.com or (212) 904-4069.
This is a copyrighted work and The McGraw-Hill Companies, Inc. (“McGraw-Hill”) and its licensors
reserve all rights in and to the work. Use of this work is subjectto these terms. Except as permitted
under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not
decompile, disassemble, reverse engineer, reproduce, modify, create derivative works based upon,
transmit, distribute, disseminate, sell, publish or sublicense the work or any part of it without
McGraw-Hill’s prior consent. You may use the work for yourown noncommercial and personal use;
any other use of the work is strictly prohibited. Your right to use the work may be terminated if you
fail to comply with these terms.
THE WORK IS PROVIDED “AS IS”. McGRAW-HILLAND ITS LICENSORS MAKE NO GUARANTEES
OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF
OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATIONTHAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE,
AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT
NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A
PARTICULAR PURPOSE. McGraw-Hill and its licensors do not warrant or guarantee that the functions
contained in the work will meet your requirements or that its operation will beuninterrupted or
error free. Neither McGraw-Hill nor its licensors shall be liable to you or anyone else for any inaccuracy,
error or omission, regardless of cause, in the work or for any damages resulting therefrom.
McGraw-Hill has no responsibility for the content of any information accessed through the work.
Under no circumstances shall McGraw-Hill and/or its licensors be liable for anyindirect, incidental,
special, punitive, consequential or similar damages that result from the use of or inability to use the
work, even if any of them has been advised of the possibility of such damages. This limitation of liability
shall apply to any claim or cause whatsoever whether such claim or cause arises in contract, tort
The Role and Operation of Product
1 The New Product Management 5
2 Introducing Product Management and Managing
Product Managers 17
3The Cross-Functional Role of Product Managers 29
4 Product manager.com 51
Planning Skills for Product Managers 65
5 The Product Marketing Planning Process 69
6 Customer Value...