Modern Product Management Explained in New Textbook

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Highly experienced product manager Ishrat Nadeem Zahid’s “Product Management” shares its author’s expertise, vision and thrill at the forefront of this vital sphere of business.

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Product management is a demanding but exciting career. Ishrat Nadeem Zahid provides a well-structured and detailed work that traverses the spectrum of modern Product Management. The product manager’s challenges are unending, his responsibilities are rigorous, and what he does, has direct impact on a company’s financial performance. Building and launching new products and turning an idea from a piece of paper into a functional product is almost a miracle. In addition, the product manager manages the product throughout its life. In doing so, the product manager deals with pretty much every function in the company.

Zahid’s highly relevant book on the field of product management starts with product and product life, emphasizing the importance of good planning. Anything done well during the planning phase will pay off during the other phases of the product life cycle. The execution phase is the phase when a product really takes shape. Once the product is complete and ready to be launched, it is an exciting time for the product manager. The product is ready to put under real-world test.

Just building and launching a product is not enough. Target customers should be told about how great a product is, which takes good marketing and evangelism. Market routes must be established to sell and promote the product and make business out of it. Additionally, different types of services can be defined to be attached with the product as an overall offering. Defining and implementing a go-to-market plan for the product is a complicated but interesting set of activities. If the go-to-market ecosystem is set up well, the product manager can watch his product’s and associated services’ revenues multiply.

According to Zahid, once the product is out there, it needs to be taken care of. Sustaining a product takes effort. This is the time to turn a good product into a great product and to take it toward completeness and maturity. Eventually, any product will get old and obsolete. Even the greatest of products must be given a farewell, and the end of life must happen to keep the innovation wheel rotating. New products and services enter the picture, and the product management action starts all over again.

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About the Author
Ishrat Nadeem Zahid, known as simply Nadeem to his friends and colleagues, is a communications industry veteran. Over his eighteen years career, the author has held engineering, product management/marketing, and strategy-related positions with leading technology companies, mostly in the Silicon Valley, where he has built, launched, and marketed several successful hi-tech products and solutions exceeding estimated $2.5 billion in net revenues. This hi-technology career as a software engineer started with Alcatel Telecom, continued on to Lucent Technologies, Cisco Systems, Brocade Communications, Juniper Networks (which partners with the likes of IBM, Dell and Ericsson) and lately, Extreme Networks, where he serves as director of product-line management and marketing. He holds bachelor’s of engineering (BE) degree in electronics engineering from the NED University of Engineering & Technology, Pakistan. He also earned his master’s of science (MS) degree in telecommunications from Boston University, USA. In addition, he earned several professional certifications including a project and risk management certificate from Massachusetts Institute of Technology (MIT), USA, as well as Cisco Certified Networking Associate (CCNA), Cisco Certified Network Professional (CCNP), and Cisco Certified Internetwork Expert (CCIE) certificates. In addition to a busy career, Zahid has had a very active lifestyle. He earned his private pilot license and has flown airplanes. He has enjoyed composing music, painting, golfing and photography. These days, in his spare time, he enjoys time with his family. At the time of writing this book, he is living in San Ramon, California, with his wife, son and a daughter.

Product Management * by Ishrat Nadeem Zahid
The Art and Science of Managing Network and Communications Industry Products
Publication Date: July 23, 2013
Trade Paperback; $49.99; 316 pages; 978-1-4836-5963-3
Trade Hardback; $58.99; 316 pages; 978-1-4836-5964-0
eBook; $29.99; 978-1-4836-5965-7

Members of the media who wish to review this book may request a complimentary paperback copy by contacting the publisher at (888) 795-4274 x. 7879. To purchase copies of the book for resale, please fax Xlibris at (812) 355-4079 or call (888) 795-4274 x. 7879. For more information on self-publishing or marketing with Xlibris, visit . To receive a free publishing guide, please call (888) 795-4274.

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