Digital Product Management

by Kevin Brennan

The growth of digital media, products and services has resulted in a change in the way companies do business. With technology moving to the forefront, and consumers demanding simpler ways to do business, companies have increasingly turned to product managers to deliver an end-to-end, integrated experience. With this practical guide, you’ll learn how to understand the needs of external customers without requirements elicitation or sign-offs, the difference between customer and business value, and why you need to create both. You’ll discover how to respond to changes in the market and the actions of competitors. You’ll understand how to develop new products, launch them into the market, and how to deliver business outcomes through the maturity and eventual retirement of your product.

204 pages, Paperback

Published September 16, 2022

About the author

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Kevin Brennan was born and raised in Ireland, where he completed his Bachelor of Engineering Electronic Engineering in 1999. He moved to San Francisco the same year and since then has worked in product management and product marketing roles at software and semiconductor companies, such as Dolby Laboratories and Cypress Semiconductor.

Kevin has an MBA from Santa Clara University and a Certificate of Business Excellence (COBE) from the Haas School of Business at U.C. Berkeley. Kevin is a Certified Product Manager, Certified Product Marketing Manager, and Certified Innovation Leader through the Association of International Product Marketing and Management (AIPMM).