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Jingdong book

产品经理的第二本书

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Jingdong book

产品经理的第二本书

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第一本全面阐述当今产品经理所需技巧和工具的指南
产品经理的案头必备书
提出产品经理必备的5项能力
★ 取得业绩
★ 与人合作取得成果
★ 确保市场导向
★ 指导产品的“匹配”与功能
★ 分清轻重缓急


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Content Description

在《产品经理的第二本书》中，哥乔斯探讨了卓越产品经理所需的特定技能。如果你立志成为杰出的产品经理，期望能够激发起客户持久的兴奋感并为企业创造长期的竞争优势，那么本书向你介绍了详尽的行动计划方案。
如果你想创建产品或服务的清晰愿景和策略，并在所有的组织层级和市场中加以贯彻落实，那么本书会告诉你想知道的所有相关知识和技能。
发展和评估技能的广泛练习和自我测评
运用技能提高客户满意度和改善竞争定位的工具和行动步骤
ding尖产品经理的5大能力及在日常工作中加以运用和践行的方法
当今卓越的产品经理，即使任职于《财富》500强企业，也必须具备创业家的技能、愿景和灵活性！如果你想学习和发展这些技能，提高企业的生产力和利润水平，并使产品经理的职业生涯获取丰厚的回报，那么《产品经理的第二本书》为你提供了详尽的行动指南。

Author Description

琳达·哥乔斯（Linda Gorchels），在产品和营销管理方面具备丰富的实践经验，目前执教于威斯康星大学麦迪逊分校商学院高级管理人员教育系，是高级管理人员营销课程的负责人。
琳达·哥乔斯曾撰写过畅销书《产品经理的第1本书》。在书中她向成千上万的专业人士介绍：在当今充满挑战的市场环境中，产品经理发挥和承担了日益广泛的作用和责任。

Comments

★基本是一本手册，里边有很多“相关练习”，提醒你做得好与不好，或是否做到了。特别是对于我这样在营销上没有受过什么专业训练的人，实在是太有用了。
—— 网友 草根儿

★讲了很多具体的技巧，可以当字典用。作者依然强调全球化、实现规划和以客户为中心。
—— 网友 king_one

Catalogue

译者序

第1章 卓越产品经理的能力
取得业绩
与人合作取得成果
确保市场导向
指导产品的“匹配”与功能
分清轻重缓急
创业技能与特征
建立产品经理计分卡

第2章 项目和时间管理基础
项目管理基础
时间管理

第3章 计划框架
明确范围
环境扫描
目标与目的
战略和战术
实施
跟踪

第4章 市场研究
建立信息来源网络
确定研究问题
研究设计及进度安排
确定现场研究过程
问卷设计
数据的搜集、编辑和编码
数据处理和决策

第5章 计划的财务基础
评估产品线
弹性产品预算
产品成本计算
评估投资方案

第6章 产品及品牌组合分析
产品线规划
品牌资产管理
全球产品计划
产品合理化

第7章 战略愿景和计划
战略思考
战略制定
战略实施

第8章 新产品的概念与开发
新产品的目标
创意形成
预测和概念筛选
概念完善和规格要求
样品测试

第9章 新产品上市指南
上市准备：尽早开始
上市实施：获取承诺和支持
上市后追踪：尽早调整

第10章 定价框架与策略
定价目的与目标
新产品定价
产品线延伸定价
价格决策因素
辅助性服务与选项定价
行业价格调降
价格变动
销售折扣
全球定价

第11章 整合营销沟通
营销沟通
品牌资产和定位
整合营销传播
销售支持材料
辅助性沟通活动

第12章 渠道策略
策略匹配问题
持续支持
Book Abstract

本书作者琳达·哥乔斯在多家企业从事过产品及营销管理工作，为摩托罗拉等许多国际著名企业做过咨询培训工作，对产品管理进行了长期深入的研究，具有丰富的实践经验和深厚的理论知识，本书就是其实践经验和理论知识的结晶。
本书对产品经理需要掌握的知识、技能和方法做了既简练又详尽的介绍。作者认为产品管理是将企业的部分 业务（如产品、产品线、服务、品牌和细分市场等）视为虚拟企业所进行的创业管理，其目标是获取长期的客户满意和竞争优势。所以，卓越产品经理应具备五种能力：取得业绩、与人合作取得成果、确保市场导向、指导产品的“匹配”与功能和分清轻重缓急。本书围绕这五种能力展开了深入全面的探讨：制定战略计划、进行市场研究、分析产品及品牌组合、开发新产品、整合营销沟通和形成渠道策略等。
德鲁克常说，虽然答案会随时发生变化，但正确的问题不会经常变化。本书在各章 都列出了许多问题，通过提出切中要害的正确问题，巧妙地总结了产品经理的主要工作。当然，这些问题主要是在引导读者进行深入的思考，并结合所在行业和企业的情况，提出自己的答案。
通过阅读本书，刚入行的产品经理可在最短的时间内对本职工作有一个全面的了解，经验丰富的产品经理也可参照本书来回顾总结一下自己的经验和教训。
也许有人会说，本书主要是为大型企业的产品经理撰写的，因为大型企业的产品经理需要更全面广泛的相关知识和技能。但中小企业的产品经理也需要掌握和培养大型企业产品经理的知识和能力，这不仅能够促进企业的发展，而且有助于个人的职业发展。
目前，中国被誉为世界工厂，中国制造的产品遍布世界市场，中国的产品经理亟须掌握全面广泛的相关知识和技能，本书的翻译出版可在很大程度上满足这一需求。
阅读本书后，我们不难发现，虽然商业环境会发生很多变化，但本书所阐述的基本原则能够经受时间的考验。另外，作者具有非常深厚的理论功底和驾驭文字的娴熟技巧，这也体现在本书的特色上：文笔流畅、直观简洁、深入浅出、化繁为简。
本书是团队合作翻译的结晶。浙江师范大学张幼蓉、韩丽丽、陈源、陆燕参与了全书的初译，胡娴婕（第1～9章）、赵粟锋（第1～6章）、黄文妍（第10章）翻译了部分 初稿；胡娴婕、赵粟锋、张幼蓉、陈源等又交换了译稿，核对整合了翻译初稿；在此基础上，郑瑶瑶（第1章）、杨露（第2～12章）对翻译初稿进行了进一步的校对修正；在翻译过程中，胡娴婕、赵粟锋做了大量的协调管理工作；吴振阳负责本书翻译的统稿，并对全部译稿进行了最终的审定修改。
本书翻译得到了作者琳达·哥乔斯热情洋溢的帮助和认真细致的指导，并特意为本书提供了一些最新的相关资料，我们在此致以诚挚的感谢和深切的敬意！
我们始终认为，翻译是个看似容易却很难做好的工作。在翻译过程中，我们力求做细做好，但还是会存在不少问题，敬请专家读者不吝批评指正！
吴振阳

Introduction

本书作者琳达·哥乔斯在多家企业从事过产品及营销管理工作，为摩托罗拉等许多国际著名企业做过咨询培训工作，对产品管理进行了长期深入的研究，具有丰富的实践经验和深厚的理论知识，本书就是其实践经验和理论知识的结晶。
本书对产品经理需要掌握的知识、技能和方法做了既简练又详尽的介绍。作者认为产品管理是将企业的部分业务（如产品、产品线、服务、品牌和细分市场等）视为虚拟企业所进行的创业管理，其目标是获取长期的客户满意和竞争优势。所以，卓越产品经理应具备五种能力：取得业绩、与人合作取得成果、确保市场导向、指导产品的“匹配”与功能和分清轻重缓急。本书围绕这五种能力展开了深入全面的探讨：制定战略计划、进行市场研究、分析产品及品牌组合、开发新产品、整合营销沟通和形成渠道策略等。
德鲁克常说，虽然答案会随时发生变化，但正确的问题不会经常变化。本书在各章都列出了许多问题，通过提出切中要害的正确问题，巧妙地总结了产品经理的主要工作。当然，这些问题主要是在引导读者进行深入的思考，并结合所在行业和企业的情况，提出自己的答案。
通过阅读本书，刚入行的产品经理可在最短的时间内对本职工作有一个全面的了解，经验丰富的产品经理也可参照本书来回顾总结一下自己的经验和教训。
也许有人会说，本书主要是为大型企业的产品经理撰写的，因为大型企业的产品经理需要更全面广泛的相关知识和技能。但中小企业的产品经理也需要掌握和培养大型企业产品经理的知识和能力，这不仅能够促进企业的发展，而且有助于个人的职业发展。
目前，中国被誉为世界工厂，中国制造的产品遍布世界市场，中国的产品经理亟须掌握全面广泛的相关知识和技能，本书的翻译出版可在很大程度上满足这一需求。
阅读本书后，我们不难发现，虽然商业环境会发生很多变化，但本书所阐述的基本原则能够经受时间的考验。另外，作者具有非常深厚的理论功底和驾驭文字的娴熟技巧，这也体现在本书的特色上：文笔流畅、直观简洁、深入浅出、化繁为简。
本书是团队合作翻译的结晶。浙江师范大学张幼蓉、韩丽丽、陈源、陆燕参与了全书的初译，胡娴婕（第1～9章）、赵粟锋（第1～6章）、黄文妍（第10章）翻译了部分初稿；胡娴婕、赵粟锋、张幼蓉、陈源等又交换了译稿，核对整合了翻译初稿；在此基础上，郑瑶瑶（第1章）、杨露（第2～12章）对翻译初稿进行了进一步的校对修正；在翻译过程中，胡娴婕、赵粟锋做了大量的协调管理工作；吴振阳负责本书翻译的统稿，并对全部译稿进行了最终的审定修改。
本书翻译得到了作者琳达·哥乔斯热情洋溢的帮助和认真细致的指导，并特意为本书提供了一些最新的相关资料，我们在此致以诚挚的感谢和深切的敬意！
我们始终认为，翻译是个看似容易却很难做好的工作。在翻译过程中，我们力求做细做好，但还是会存在不少问题，敬请专家读者不吝批评指正！
吴振阳



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欣叶 御大福 芋头麻薯 180g
144

周销量 600+

$1.66 $1.99 83折

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