1;Part I: Product Management Concpets;16 2;1: Who´s Driving Your Company?;17 2.1;Introduction;17 2.2;Technology-Driven: Take My Road;18 2.3;Sales-Driven: A Cruising Taxi;19 2.4;Market-Driven: Driven to Success;20 2.5;Summary;20 3;Chapter 2: Product Management Team;22 3.1;Introduction;22 3.2;Your Role;22 3.3;Jack of All Roles, Master of None;23 3.4;Breaking It Down;24 3.5;Roles and Goals;25 3.6;Blackblot Product Management Team Model;26 3.7;Odd Couple(s);27 3.8;Roles and Activities;29 3.9;Solution;29 3.10;Summary;30 4;Chapter 3: Product Definition Team;32 4.1;Introduction;32 4.2;Key Concepts;33 4.3;Market Requirements;34 4.4;Blackblot Product Frames Model;35 4.5;Product Definition Foundation Documents;36 4.6;Blackblot Product Definition Team Model;37 4.7;Product Delivery Process;39 4.8;Conclusion;41 5;Chapter 4: Crafting Market Requirements;42 5.1;Introduction;42 5.2;Voice of the Customer;42 5.3;Market Requirements Document;43 5.4;Blackblot Procedural Requirements Management Model;43 5.5;Directive;45 5.6;Constraints;46 5.7;Rationales and Sources;47 5.8;Presentment Modes;48 5.9;Whole Picture;49 5.10;Verifying Wholeness;49 5.11;Market Requirements and Engineering;50 5.12;Market Requirements Database;51 5.13;Summary;52 6;Chapter 5: Concept of Marketing;53 6.1;Introduction;53 6.2;Business Domains;53 6.3;Marketing Domain;54 6.4;Marketing Domain Disciplines;56 6.5;Blackblot Marketing Model;57 6.6;Product Marketing Methods;58 6.7;Corporate Marketing Methods;59 6.8;Marketing Communications Methods;59 6.9;Corporate Organizational Structures;60 6.10;Marketing and Strategies;62 6.11;Marketing and Plans;63 6.12;Summary;64 7;Chapter 6: Value-Marketing Model;65 7.1;Introduction;65 7.2;Value Concept;65 7.3;Value Formula Scale;66 7.4;Value Concept Application;68 7.5;Internal Value Marketing Dynamics;69 7.6;External Value Marketing Dynamics;70 7.7;Creating Superior Perceived Value;71 7.8;Product Marketing Messages;74 7.9;Value Messages´ Foundational Knowledge;74 7.10;PMTK Market Messaging Model;76 7.11;PMTK Marketing Messages Model and Plan;77 7.12;Summary;78 8;Chapter 7: Extending Product Life Cycle Stages;80 8.1;Introduction;80 8.2;Product Life Cycle Model Assumptions;81 8.3;Product Life Cycle Model Stages;81 8.4;Reasons for Extending the PLC;82 8.5;Strategies for Extending the PLC;82 8.6;Product Planning Strategies for Extending the PLC;82 8.7;Product Marketing Strategies for Extending the PLC;83 8.8;Strategy Application within the PLC Model;84 8.9;Limitations of the PLC Model;85 8.10;Benefits of the PLC Model;86 8.11;Conclusion;86 9;Chapter 8: Product Management Glossary;88 9.1;Product Management Terms and Definitions;88 9.2;Product Management Glossary Description;96 10;Part II: Product Manager´s Toolkit;97 11;9: PMTK Introduction;98 11.1;PMTK Index;98 11.2;PMTK Overview;101 11.2.1;PMTK Synopsis;101 11.2.2;PMTK Background;101 11.2.3;PMTK Scope;102 11.2.4;PMTK Use Convention;102 12;Chapter 10: PMTK Models;104 12.1;PMTK Core Models;104 12.1.1;PMTK Action Model;104 12.1.1.1;PMTK Action Model Description;104 12.1.2;PMTK Flow Model;104 12.1.2.1;PMTK Flow Model Description;107 12.1.3;PMTK Task Model;107 12.1.3.1;PMTK Task Model Description;107 12.2;PMTK Support Models;107 12.2.1;PMTK Action-Team Model;107 12.2.1.1;PMTK Action-Team Model Description;107 12.2.2;PMTK MVP Model;107 12.2.2.1;PMTK Market-Value Pricing Model Description;107 12.2.3;PMTK PRM Model;116 12.2.3.1;Blackblot Procedural Requirements Management Model Description;116 12.2.4;PMTK Problem Echelon Model;117 12.2.4.1;PMTK Problem Echelon Model Description;117 12.2.5;PMTK Product Tree Model;118 12.2.5.1;PMTK Product Tree Model Description;119 12.2.5.2;PMTK Product Tree Model Relationships;119 12.3;PMTK Concept Models;119 12.3.1;Blackblot Product Management Team Model;119 12.3.1.1;Blackblot Product Management Team Model Description;119 12.3.2;Blackblot Product Definition Team Model;121 12.3.2.1;Blackblot Product Definition Team Model Description;121 12.3.3;Blackblot Product Frames Mode