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THE


Product
Manager’s
Handbook


The Complete Product
Management Resource


second edition

Linda Gorchels


NTC Business Books

NTC/Contemporary Publishing Group


McGraw-HillcGraw-Hill

abc

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.

0-07-138989-X

The material in this eBook also appears in the print version of this title: 0-658-00135-3.

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OF
USE


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DOI: 10.1036/007138989X


ContentsPreface v
Acknowledgments ix

Part I
The Role and Operation of Product
Management 1

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

Part II
Planning Skills for Product Managers 65

5 The Product Marketing Planning Process 69
6 Customer Value...
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