The Pdma Handbook of New Product Development

".....The book's concise, how-to approach enables readers to access the basic information they need quickly, while providing helpful references to up-to-date sources of further information. By providing a complete picture of the knowledge needed for effective new product development today, THIS ALL-IN-ONE GUIDE IS AN INVALUABLE ASSET TO PROFESSIONAL AT EVERY LEVEL." [from the book of the front flap]

This book is a must read for every Product Manager or aspiring Product Manager. It is very detailed and covers the product development process from start to finish. I highly recommend it as a reference that should remain on your desk within arms reach. However, please note that this book does not address product marketing; it only covers product develop processes.

This is the "Bible" for NPD professionals. An excellent addition to the guides by Cooper and Crawford.

The PDMA Handbook is one of those rare and valuable books that characterizes a "body of knowledge" for a professional discipline. It was produced by the preeminent industry organization for New Product Development (NPD) professionals, the PDMA .... This text describes current, best practices in NPD and includes contributions from knowledge leaders in academia, consulting, and industry practice. If you are a CEO, COO, CTO, Marketing Manager, Product Manager, Product Planner, Engineering Manager, Project Manager, Program Manager, or any other professional involved in new product development (especially for technically complex products like hardware and software) you really need this book.Product Managers (should) perform the nitty, gritty, roll-your-sleeves-up: opportunity analysis, business case formulation, and requirements management for new products. Research shows that judicious performance of this critical pre-work is a key determinant in the ultimate market success of new products and is usually performed inadequately. Unfortunately, most professionals in such roles have had no formal training beyond an MBA (sometimes). The PDMA Handbook provides a comprehensive treatment of virtually all the subject areas new product development (business) managers need to understand to drive the success of their endeavors. Want to know the key success factors for new products, understand value proposition, differentiation, features vs. benefits, uniqueness, sustainable competitive advantage, the fuzzy front end, pipeline management, how to plan a new product launch, manage a product portfolio, and more? This is the book you need. The PDMA Handbook is the Gray's Anatomy of product management. Buy it and READ it at least twice.

I purchased the PDMA Handbook on the strength of a review and have been very glad I did so. After quoting a few passage to my staff they began to borrow it, and now the Handbook has made the rounds of the office. It is worn and dog-eared, and quoted from on a daily basis.The message of "treating each other with respect and dignity" by author Holahan et al has really struck a chord around here. Many of us believe she must be staunch Christian, one who lives her faith on a daily basis.The PDMA Handbook has provided guidance in mapping out strategies for new services we hope to bring to market as well as the way our organization is managed. It has changed the way we do business and the way we percieve the world.