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Full Description
Consumer and industrial products have evolved significantly over the last century, from physical to virtual products, services, and hybrid products. Product management has had to change and adapt to the rapidly changing business environments. This textbook offers an in-depth look into the role, what the job entails, and what skills it requires.
Product managers are required to manage the ideation, development, production, marketing, and distribution of a product.
This book:
highlights the content and skills required to be an effective product manager including strategy, marketing management, technology, project management, and design;
provides frameworks for developing and executing effective strategies throughout the life cycle of a product with the help of case studies and examples;
highlights the unique considerations and processes underpinning digital product creation; and
explores marketing strategies including various channels for digital marketing and how product managers can use these effectively.
Detailed and lucid, this book will be of interest to teachers and students of product management, brand management, management, and business studies.
Contents
1. Introduction to Product Management 2. Market and Product Planning 3. Market Scanning 4. Product Proposition and Feasibility 5. Product Design 6. Product Development: Digital Products & Services 7. Production and Scaling of Industrial Products 8. Marketing Enablement 9. Digital Marketing 10. Sales Enablement 11. Customer Service Enablement 12. Data Strategy 13. Project and Program Management 14. Ethics & Compliance, risks and change management 15. Technology Foundation and Scaling 16. Careers in Product Management 17. Case Studies
