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商品描述
The book describes the various areas of digital product management: from vision and strategy development, idea generation and evaluation to actual product development and subsequent performance analysis. The central tasks and touch points are explained from the perspective of the product manager (product owner).
In addition to agile methods and working models, the authors also cover specific tools that can be used to manage the development of digital products successfully.
A book for anyone working in product management, software development, business development or marketing and sales, as well as for interested students.
"The role of a product manager is crucial to the successful development of digital products. This book provides an excellent overview of the most important methods of modern product management." Stefan Vosskötter, founder and managing director of digitale-leute.de & deutsche-startups.de
"The authors present a variety of methods and tools in a comprehensive and detailed manner, providing the reader with concrete assistance in mastering the challenges of digital product management." Cord Grünewald, CPO Kleinanzeigen
From the content: Introduction to Digital Product Management - User-Centered Product Visions - Product Discovery - Validation of Product Ideas in the Market - Alignment - How to Achieve Good Coordination - Impact-Oriented Product Management with OKR - Product Delivery - Lateral Leadership in Product Management - Product Owner and Scrum Master - Understanding User Experience - Data Analytics - Growth - The Matter of Growth - Holistic Understanding of Product Management - The Agile Transformation of Hanseatic Bank商品描述(中文翻譯)
這本書描述了數位產品管理的各個領域：從願景和策略的發展、創意生成和評估，到實際的產品開發和隨後的績效分析。書中從產品經理（產品負責人）的角度解釋了中心任務和接觸點。
除了敏捷方法和工作模型外，作者還涵蓋了可以成功管理數位產品開發的特定工具。
這是一本適合所有從事產品管理、軟體開發、商業開發或行銷與銷售的人士，以及對此感興趣的學生的書籍。
「產品經理的角色對數位產品的成功開發至關重要。這本書提供了現代產品管理最重要方法的優秀概述。」 Stefan Vosskötter，digitale-leute.de 和 deutsche-startups.de 的創始人及執行董事
「作者以全面且詳細的方式呈現各種方法和工具，為讀者提供具體的幫助，以應對數位產品管理的挑戰。」 Cord Grünewald，Kleinanzeigen 的首席產品官
內容摘要： 數位產品管理導論 - 以使用者為中心的產品願景 - 產品探索 - 市場中產品想法的驗證 - 對齊 - 如何實現良好的協調 - 以影響為導向的產品管理與 OKR - 產品交付 - 產品管理中的橫向領導 - 產品負責人與 Scrum Master - 理解使用者體驗 - 數據分析 - 成長 - 成長的問題 - 對產品管理的整體理解 - 漢莎銀行的敏捷轉型
作者簡介
Sascha Hoffmann is a professor of online management at Fresenius University of Applied Sciences. Previously, he was Director Business Development at XING and Head of Product Management at blau Mobilfunk (blau.de).
Contributing authors:
- Tim Adler, Hamburg
- Markus Andrezak, überproduct GmbH, Potsdam
- Christian Becker, leanproductable GmbH, Berlin
- Nikkel Blaase, Orbit Ventures GmbH, Hamburg
- Dominik Busching, tado, Munich
- Tobias Freudenreich, freelance product coach & consultant, Hamburg
- David Gehrke, University of Applied Sciences Nordhausen, Nordhausen
- Rainer Gibbert, Star Finanz GmbH, Hamburg
- Lutz Göcke, University of Applied Sciences Nordhausen, Nordhausen
- Sascha Hoffmann, University of Applied Sciences Fresenius, Hamburg
- Alexander Hipp, Beyond, London
- Arne Kittler, facelift, Hamburg
- Jan Köster, Gruner + Jahr, Hamburg
- Jan Martens, Lotto24 AG, Hamburg
- Florian Meyer, Gruner + Jahr, Hamburg
- Inken Petersen, Hamburg
- Patrick Roelofs, Aroundhome, Berlin
- Stefan Roock, it-agile GmbH, Hamburg
- Robert Schulke, Freiburg
- Michael Schultheiß, McKinsey & Co, Kiel
- Cansel Sörgens, Cologne
- Philip Steen, Norderstedt
- Anna Wicher, MissionMe, Hamburg
- Petra Wille, Strong Product People, Hamburg
作者簡介(中文翻譯)
Sascha Hoffmann 是弗雷西努斯應用科技大學的線上管理教授。之前，他曾擔任 XING 的業務發展總監以及 blau Mobilfunk (blau.de) 的產品管理負責人。
貢獻作者：
- Tim Adler, 漢堡
- Markus Andrezak, überproduct GmbH, 波茨坦
- Christian Becker, leanproductable GmbH, 柏林
- Nikkel Blaase, Orbit Ventures GmbH, 漢堡
- Dominik Busching, tado, 慕尼黑
- Tobias Freudenreich, 自由職業產品教練及顧問, 漢堡
- David Gehrke, 諾德豪森應用科技大學, 諾德豪森
- Rainer Gibbert, Star Finanz GmbH, 漢堡
- Lutz Göcke, 諾德豪森應用科技大學, 諾德豪森
- Sascha Hoffmann, 弗雷西努斯應用科技大學, 漢堡
- Alexander Hipp, Beyond, 倫敦
- Arne Kittler, facelift, 漢堡
- Jan Köster, Gruner + Jahr, 漢堡
- Jan Martens, Lotto24 AG, 漢堡
- Florian Meyer, Gruner + Jahr, 漢堡
- Inken Petersen, 漢堡
- Patrick Roelofs, Aroundhome, 柏林
- Stefan Roock, it-agile GmbH, 漢堡
- Robert Schulke, 弗賴堡
- Michael Schultheiß, 麥肯錫公司, 基爾
- Cansel Sörgens, 科隆
- Philip Steen, 諾德施泰特
- Anna Wicher, MissionMe, 漢堡
- Petra Wille, Strong Product People, 漢堡
