| Description |
1 online resource (xv, 321 pages) : illustrations |
| Contents |
Intro -- Preface to the Fifth Edition -- Preface to the First Edition -- Contents -- About the Author -- Product Management: Positioning, Core Competencies and Organizational Integration -- 1 A Brief Introduction to Product Management -- 2 Not a Clear-Cut Matter: How Functional and Product Management Differ from Each Other -- 2.1 The Functional Manager -- 2.2 The Product Manager -- 2.3 Potential for Conflict Between Product and Functional Management -- 2.4 Definition of product management -- 3 Setting Boundaries: How Product Managers Manage Interfaces and Delegate Tasks |
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3.1 Clarification of Interfaces -- 3.2 Reasons for Delegating Tasks -- 4 A Fundamental Decision: The Positioning of the Product Manager in the Company -- 4.1 Positioning Possibilities for Product Management -- 4.2 Operational and Strategic Product Management -- 5 A Diverse Spectrum: Job Description and Job Profile of the Product Manager -- 5.1 Job Description of a Product Manager -- 5.2 Other Tasks of a Product manager -- 5.3 Interface Definition in Product Management -- 5.4 Requirements Profile of Product Managers -- 5.5 Product Orientation and Market Orientation |
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6 Open on Many Sides: The Process Levels in Product Management -- 6.1 The Dispositive Level -- 6.1.1 Market Growth/Market Share Portfolio -- 6.1.2 Market Attractiveness/Competitive Position Portfolio -- 6.2 The Strategic Level -- 6.2.1 Product Planning -- 6.2.2 The Agreement on Goals -- 6.2.3 Strategic Conflicts -- 6.3 The Operational Level -- 7 A Complex Project: How to Introduce Product Management in the Company -- 7.1 Advantages and Disadvantages of Product Management -- 7.2 Success Factors for Implementation and Introduction -- 7.3 Recruitment of Product Managers |
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8 A Major Challenge: The Organizational Integration of Product Management -- 8.1 Organization in Strategic Product Management -- 8.2 Organization in Operational Product Management -- 8.2.1 Assignment to Marketing/Sales Functions -- 8.2.2 Assignment to Technical Functions -- 8.3 Special Forms of Organization in Product Management -- 9 Often Neglected: The Definition of Strategic Responsibility in the Company -- 9.1 Basic Forms of Organization -- 9.1.1 The Function-Oriented Organization -- 9.1.2 The Product-Oriented Organization -- 9.1.3 The Market-Oriented Organization |
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9.1.4 The Regionally Oriented Organization -- 9.2 Definition of Strategic Responsibility -- 9.2.1 Alternatives to Strategic Responsibility -- 9.2.2 Criteria for Determining Strategic Responsibility -- 10 Product Versus System? The Way to System Product Management -- 10.1 From Marketing Management to System Product Management -- 10.2 Basic Principles of System Product Management -- 11 What Will the Future Bring? Current Trends and Developments in Product Management -- 11.1 The Product Manager as a Profit Center -- 11.2 The Use of Product Management Teams |
| Summary |
This book provides all readers who want to actively market their products with an indispensable and proven working aid. The author shows how product managers can deal with the increasingly complex tasks and requirements. Because the success of a product is decided by the buyers - and the responsible product manager. The product manager is fighting on several fronts: He has to introduce and support more and more products in less and less time with decreasing budgets. At the same time, he must coordinate a plethora of requirements from internal departments. With "Successful Product Management", Klaus J. Aumayr provides the complete tools to master these complex tasks with confidence. Case studies, charts and checklists facilitate the transfer into practice. The content Product management: Positioning, Core competencies and organization integration Product marketing: Structures, Success factor and practical tools Process-oriented product management: work process, process-oriented marketing and innovation management The author Klaus J. Aumayr is Managing Director of the management consultancy MSG, Management Systems St. Gallen. As a specialist in product management and key account management, he advises well-known companies. In addition to mechanical engineering, he studied business administration and completed an MBA at the University of Toronto |
| Bibliography |
Includes bibliographical references and index |
| Notes |
11.3 Centralization of Competences in Product Management |
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Description based on online resource; title from digital title page (viewed on March 24, 2023) |
| Subject |
Product management.
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Product management
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| Form |
Electronic book
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| ISBN |
9783658382766 |
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3658382767 |
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