The Product Manager's Desk Reference / Edition 1

The Product Manager's Desk Reference / Edition 1

5.0 3
by Steven Haines
     
 

"The Product Manager’s Desk Reference is outstanding

in covering the breadth of the tasks and thought

processes involved in product and innovation management."
-George Castellion, SSC Associates

“Every product manager will greatly benefit from having this reference manual in their office as they live through the exciting twists and turns

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Overview

"The Product Manager’s Desk Reference is outstanding

in covering the breadth of the tasks and thought

processes involved in product and innovation management."
-George Castellion, SSC Associates

“Every product manager will greatly benefit from having this reference manual in their office as they live through the exciting twists and turns of product management.”

-David Anderson, Managing Director, B2B Channels, United Airlines

“An excellent tool for beginners and experts alike. Steven Haines's practical experience and knowledge shine through at every step.”

-David Rosshirt, Director of Product Management, First Data International

“From now on, this book will stand as an important reference point for all product management teams.”

-Mark Elliott, Vice President Product Management, Smiths Detection

The Product Manager's Desk Reference is the book all product managers have been waiting for. It is concise, to the point, and comprehensive.”

-Carol-Ann Matignon-Berlioz, Vice President Product Management, Fair Isaac

“A must-have for every product manager, this book contains a wealth of information, advice and practical tools that will lead to success for both the Product Manager and the organizations they serve.”

-Jeff Anderson, Senior Vice President Product Management, Franklin Covey

“Steven Haines covers this multifaceted topic in a systemic manner that makes the book easy to navigate. His groundbreaking proposal that Product Management become a formal disciple is an accurate reflection of the acute need for these skills in the business community.”

-Dan O'Day, Senior Director Product Management, Thomson Reuters

About the Book

Whether a business sells tangible goods or services, product management holds a critical position in the organization's pursuit of profits. Because traditional departmental roles continually evolve, and because the business climate is so competitive, the job of product manager has become exceedingly critical—yet it remains

very complex. The Product Manager's Desk Reference is the first book to lay down a comprehensive body of knowledge for this

critical function, and it is the only book that can effectively guide product managers so that they can establish and build a successful

career in product management.

Here, product management expert and practitioner Steven Haines clearly illustrates the entire product life cycle, from beginning to end. This outstanding work is packed with an array of best practices and helpful hints which are critical to the efficient management of products.

The Product Manager's Desk Reference is punctuated with useful diagrams, tables,

and templates and will help you:

  • Create a master plan of record for your product
  • Formulate actionable strategies
  • Incorporate market data into important decisions
  • Set the stage for creating innovative products
  • Optimize existing products and product portfolios
  • Apply financial techniques to manage product profitability

The Product Manager's Desk Reference embodies

everything “Product Management.” It is a comprehensive, versatile, must-have resource for anyone who works in any company, in any industry, who seeks to successfully and profitably market and manage products and services.

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Product Details

ISBN-13:
9780071591348
Publisher:
McGraw-Hill Professional Publishing
Publication date:
08/26/2008
Edition description:
New Edition
Pages:
600
Product dimensions:
7.80(w) x 9.60(h) x 2.19(d)

Table of Contents

Introduction The Accidental Profession

Module 1 Foundational Elements for Product Management

Ch. 1 What Is Product Management? 5

Ch. 2 The Product Master Plan 29

Ch. 3 Leadership: Creating Influence 45

Ch. 4 Cross-Functional Product Teams: Getting Things Done 61

Ch. 5 Decision Making: What's Next? 85

Ch. 6 Finance for the Product Manager: Keeping Score 105

Module 2 Making the Market Your Primary Focus

Ch. 7 The Playing Field and the Players: Analyzing the Industry and Competition 135

Ch. 8 Finding Markets to Conquer by Understanding Customer Needs and Market Segments 167

Ch. 9 Preparing to Set Your Mileposts: Forecasting for the Product Manager 191

Ch. 10 Strategic Product Planning: The Inflection Point 215

Module 3 The Start of the Product's Journey and the New Product Development Process

Ch. 11 Making a Molehill out of a Mountain: The Concept Phase 265

Ch. 12 Is There Really a Business Here? Assessing Feasibility 289

Ch. 13 Appearances Are Everything: Defining the Product 319

Ch. 14 Justifying Product Investments: The Business Case 353

Ch. 15 Synchronizing the Gears: The Marketing Plan for the Product 385

Ch. 16 Execution and Oversight during Product Development 413

Ch. 17 Introducing the Product and Orchestrating the Launch 445

Module 4 Continuing the Journey: Post-Launch Product Management

Ch. 18 Auditing Results after the Launch 471

Ch. 19 Post-Launch Product Management: Running the Business 485

Ch. 20 Life Cycle Product Portfolio Management 521

Ch. 21 Enough's Enough! Discontinuing the Product 543

Module 5 Professionalizing Product Management

Ch. 22 Charting Your Career559

Ch. 23 Organizing for Product Management 569

Module 6 The Product Manager's Tool Box 591

Glossary 643

Resources and References 677

Bibliography 685

Index 689

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