CONTENTS
1. THE MULTIFACETED NATURE OF PRODUCT MANAGEMENT JOBS AND STRUCTURE
2. LEADERSHIP AND MANAGEMENT COMPETENCIES
Part II: Upstream Product Management: Strategic New Products and Initiatives
6. ROAD MAPS, INNOVATION, AND THE FUZZY FRONT END
7. CREATING—AND GETTING APPROVAL FOR—BUSINESS CASES
8. OVERSEEING THE NEW PRODUCT PROJECTS
9. FORMULATING AND EXECUTING LAUNCH PLANS
Part III: Downstream Product Management: Ongoing Life-Cycle Management and Growth
12. MARKETING STRATEGY AND GO-TO-MARKET EFFORTS
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