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Focusing on operational excellence, this book will take readers through the practicalities of product development, market launch, and ongoing product support. Building on the strategic foundation from Volume 1, Digital Product Management: Strategic Planning and Market Opportunity, this volume emphasizes executing product strategies in real-world contexts.
The book covers key methodologies such as agile development, product lifecycle management, and data-driven decision-making. Topics include marketing strategies, sales channel management, customer engagement, and optimizing digital experiences. It also delves into product analytics, customer retention, and feature adoption. With chapters on building a product operating model and scaling product operations, the volume emphasizes how organizations can drive continuous improvement and ensure alignment across teams. Ethical leadership and continuous innovation are also explored, highlighting the critical role of ethics in digital product management.
This book is an essential resource for product managers looking to refine their skills in execution, cross-functional collaboration, and operational growth as well as for professionals aiming to combine strategy with practical delivery. It is particularly useful for those responsible for managing the development, launch, and support of digital products, ensuring products not only meet market needs but also evolve with customer expectations.
List of contents
1. Digital Product Management Overview. 2. Leading Product Development. 3. Delivering Digital Products. 4. Crafting the Marketing Strategy and Campaign. 5. Managing Sales Channels and Launching Products. 6. Engaging Customer and Designing Seamless Experience. 7. Optimizing Digital Experience and Empowering Employees. 8. Supporting and Maintaining Products. 9. Leveraging Product Analytics for Customer Insights. 10. Analysing Customer Retention and Journey. 11. Driving Product Adoption with Analytics Tools. 12. Building the Product Operating Model. 13. Scaling Product Operations. 14. Integrating the DPM Process Groups. 15. Leading Ethical Practices in Digital Product Management. 16. Driving Continuous Improvement and Innovation.
About the author
Boon Kee Lee is a senior lecturer in the Department of Information Systems and Analytics, School of Computing, National University of Singapore. He has 30 years of consulting experience in product management and software development. His research interest is digital product management and digital ethics.
