The PDMA Handbook of New Product Development, Second Edition

Rating:
Summary: Wonderful!
Review: 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.

Rating:
Summary: Wonderful!
Review: 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.

Rating:
Summary: Product Marketing Professionals - BUY THIS BOOK!
Review: 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.

Rating:
Summary: This book should have been read when it was published!
Review: This book seem to be written by persons who really know what NPD (or NPI) really is. All those described mistakes possible to be done is made by me during last five years...this is a good book.

The area of NPD is large. Luckily people in PDMA have come to the right conclution: it is not possible for one person to handle the whole area throughly. Every chapter in this book is written by expert on his/her own area. Unfortunately the maximum size of one book restricts the possible space per one writer to include only the most vital parts into this book.

To whom I can recommend this book? --- To anyone who will to increase his/her own scope of NPD and especially to a person who already have gained some experience on this field and is able to compare his/her own experiece to this book.