TY  - BOOK
AU  - Gorchels,Linda
TI  - The product manager's handbook
SN  - 9780071772983
U1  - 658.8 23
PY  - 2012///
CY  - United States of America
PB  - Mc Graw Hill
KW  - Product management
KW  - New product
KW  - Marketing
N2  - It provides the information you need to: balance breakthroughs and line extensions; create business cases - including competitive assessment, market requirements, and risk reduction; conduct gate reviews and beta testing and manage scope creep; get everything in order for a smooth product launch; specific tips for each of the 4Rs of product life-cycle management; brand guidelines; approaches to customer message management; advice on working with sales and the channel
ER  -