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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：從願景和策略的制定、點子的產生和評估，到實際產品開發和後續的績效分析。從產品經理（產品擁有者）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，作者還介紹了可以成功管理數位產品開發的特定工具。
這本書適合所有從事產品管理、軟體開發、業務拓展、市場和銷售的人，以及對此感興趣的學生。
「產品經理的角色對於成功開發數位產品至關重要。這本書提供了對現代產品管理最重要方法的優秀概述。」 - Stefan Vosskötter，digitale-leute.de & deutsche-startups.de 的創始人和總經理
「作者以全面詳細的方式介紹了各種方法和工具，為讀者在掌握數位產品管理挑戰方面提供具體的協助。」 - Cord Grünewald，Kleinanzeigen 的首席產品官
內容包括：數位產品管理簡介 - 以使用者為中心的產品願景 - 產品探索 - 在市場上驗證產品點子 - 協調的重要性 - 如何實現良好的協調 - 以目標為導向的 OKR 產品管理 - 產品交付 - 產品管理中的橫向領導 - 產品擁有者和 Scrum Master - 理解使用者體驗 - 數據分析 - 成長 - 成長的重要性 - 對產品管理的整體理解 - 漢薩銀行的敏捷轉型
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Fresenius應用科學大學的網路管理教授。在此之前，他曾擔任XING的業務發展總監和blau Mobilfunk（blau.de）的產品管理主管。
其他貢獻作者包括：
- 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，自由職業產品教練和顧問，漢堡
- David Gehrke，應用科學大學諾德豪森分校，諾德豪森
- Rainer Gibbert，Star Finanz GmbH，漢堡
- Lutz Göcke，應用科學大學諾德豪森分校，諾德豪森
- Sascha Hoffmann，Fresenius應用科學大學，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，McKinsey & Co，基爾
- Cansel Sörgens，科隆
- Philip Steen，諾德斯泰特
- Anna Wicher，MissionMe，漢堡
- Petra Wille，Strong Product People，漢堡
