Shankar Prakash – författare

Consumer and industrial products have evolved significantly over the last century, from physical to virtual products, services, and hybrid products. Product management has had to change and adapt to the rapidly changing business environments. This textbook offers an in-depth look into the role, what the job entails, and what skills it requires.Product managers are required to manage the ideation, development, production, marketing, and distribution of a product. This book:highlights the content and skills required to be an effective product manager including strategy, marketing management, technology, project management, and design;provides frameworks for developing and executing effective strategies throughout the life cycle of a product with the help of case studies and examples;highlights the unique considerations and processes underpinning digital product creation; and explores marketing strategies including various channels for digital marketing and how product managers can use these effectively.Detailed and lucid, this book will be of interest to teachers and students of product management, brand management, management, and business studies.

Consumer and industrial products have evolved significantly over the last century, from physical to virtual products, services, and hybrid products. Product management has had to change and adapt to the rapidly changing business environments. This textbook offers an in-depth look into the role, what the job entails, and what skills it requires.Product managers are required to manage the ideation, development, production, marketing, and distribution of a product. This book:highlights the content and skills required to be an effective product manager including strategy, marketing management, technology, project management, and design;provides frameworks for developing and executing effective strategies throughout the life cycle of a product with the help of case studies and examples;highlights the unique considerations and processes underpinning digital product creation; and explores marketing strategies including various channels for digital marketing and how product managers can use these effectively.Detailed and lucid, this book will be of interest to teachers and students of product management, brand management, management, and business studies.

Digital transformation, anchored in data and powered by frontier technologies such as artificial intelligence (AI), Generative AI (GenAI), and emerging agentic systems, is arguably the most widely pursued initiative among companies of all sizes worldwide. Digital natives and traditional incumbents alike are struggling to cope with the relentless pace of technological change. While successful incumbents may have mastered value creation and extraction within their established core businesses, they often continue to treat digital as peripheral to their core strategy. Yet recurring flashes of potential reveal digital as a credible source of sustainable advantage, creating ambiguity about its true scope and impact. Many organisations struggle to find a clear starting point or design a roadmap, and even when initiatives begin, return on investment (ROI) and change management remain major barriers. The second edition of this book offers theories and frameworks to understand and develop these elements, while updating and refining practical models for technology taxonomy, digital literacy, digital transformation, and paths to value. Incorporating lessons on competing in the digital era, it features real-world cases in consulting and strategy, accessible to students, instructors, and professionals without prior expertise. Designed to support teaching and learning, it remains a valuable resource for students of Business, Management and Marketing; Organisational Change; Production, Operations and Information; Management e-Business; Information / Knowledge Management; Innovation Management; Organisational Studies; and Management of Technology and Innovation.

Digital transformation, anchored in data and powered by frontier technologies such as artificial intelligence (AI), Generative AI (GenAI), and emerging agentic systems, is arguably the most widely pursued initiative among companies of all sizes worldwide. Digital natives and traditional incumbents alike are struggling to cope with the relentless pace of technological change. While successful incumbents may have mastered value creation and extraction within their established core businesses, they often continue to treat digital as peripheral to their core strategy. Yet recurring flashes of potential reveal digital as a credible source of sustainable advantage, creating ambiguity about its true scope and impact. Many organisations struggle to find a clear starting point or design a roadmap, and even when initiatives begin, return on investment (ROI) and change management remain major barriers. The second edition of this book offers theories and frameworks to understand and develop these elements, while updating and refining practical models for technology taxonomy, digital literacy, digital transformation, and paths to value. Incorporating lessons on competing in the digital era, it features real-world cases in consulting and strategy, accessible to students, instructors, and professionals without prior expertise. Designed to support teaching and learning, it remains a valuable resource for students of Business, Management and Marketing; Organisational Change; Production, Operations and Information; Management e-Business; Information / Knowledge Management; Innovation Management; Organisational Studies; and Management of Technology and Innovation.

Consumer and industrial products have evolved significantly over the last century, from physical to virtual products, services, and hybrid products. Product management has had to change and adapt to the rapidly changing business environments. This textbook offers an in-depth look into the role, what the job entails, and what skills it requires.

Product managers are required to manage the ideation, development, production, marketing, and distribution of a product.

This book:

highlights the content and skills required to be an effective product manager including strategy, marketing management, technology, project management, and design; provides frameworks for developing and executing effective strategies throughout the life cycle of a product with the help of case studies and examples; highlights the unique considerations and processes underpinning digital product creation; and explores marketing strategies including various channels for digital marketing and how product managers can use these effectively.

Detailed and lucid, this book will be of interest to teachers and students of product management, brand management, management, and business studies.

Consumer and industrial products have evolved significantly over the last century, from physical to virtual products, services, and hybrid products. Product management has had to change and adapt to the rapidly changing business environments. This textbook offers an in-depth look into the role, what the job entails, and what skills it requires.

Product managers are required to manage the ideation, development, production, marketing, and distribution of a product.

This book:

highlights the content and skills required to be an effective product manager including strategy, marketing management, technology, project management, and design; provides frameworks for developing and executing effective strategies throughout the life cycle of a product with the help of case studies and examples; highlights the unique considerations and processes underpinning digital product creation; and explores marketing strategies including various channels for digital marketing and how product managers can use these effectively.

Detailed and lucid, this book will be of interest to teachers and students of product management, brand management, management, and business studies.

Digital transformation, anchored in data and powered by frontier technologies such as artificial intelligence (AI), Generative AI (GenAI), and emerging agentic systems, is arguably the most widely pursued initiative among companies of all sizes worldwide. Digital natives and traditional incumbents alike are struggling to cope with the relentless pace of technological change. While successful incumbents may have mastered value creation and extraction within their established core businesses, they often continue to treat digital as peripheral to their core strategy. Yet recurring flashes of potential reveal digital as a credible source of sustainable advantage, creating ambiguity about its true scope and impact. Many organisations struggle to find a clear starting point or design a roadmap, and even when initiatives begin, return on investment (ROI) and change management remain major barriers. The second edition of this book offers theories and frameworks to understand and develop these elements, while updating and refining practical models for technology taxonomy, digital literacy, digital transformation, and paths to value. Incorporating lessons on competing in the digital era, it features real-world cases in consulting and strategy, accessible to students, instructors, and professionals without prior expertise. Designed to support teaching and learning, it remains a valuable resource for students of Business, Management and Marketing; Organisational Change; Production, Operations and Information; Management e-Business; Information / Knowledge Management; Innovation Management; Organisational Studies; and Management of Technology and Innovation.