The Product Manager's Desk Reference, Second Edition
- 12h 11m
- Steven Haines
- McGraw-Hill
- 2014
Whatever your business sells, product management is one of the most important functions in the organization's pursuit of profits. With ever-expanding globalization and increasingly fierce competition, the stakes are higher than ever--and the room for error narrower than ever.
Introducing a brand-new Product Management Life Cycle (PMLC) model, The Product Manager's Desk Reference, Second Edition, provides the knowledge, tools, and insight you need to establish yourself as a cutting-edge product manager who contributes measurably to your company's success.
In this fully revised edition of the definitive product management guide, veteran product management thought leader and practitioner Steven Haines clearly illustrates the entire product life cycle, from beginning to end. The Product Manager's Desk Reference is packed with an array of best practices and helpful hints that are critical to the efficient management of products.
Written for practitioners by a practitioner, The Product Manager's Desk Reference explains how to:
- Choose and justify which products to build
- Plan for their profitable creation and deployment
- Develop and launch them
- Manage them once they enter the market
- Gracefully retire them and replace them with new products
- Efficiently allocate investments across all of the products in an organization
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.
About the Author
STEVEN HAINES is among the world's top experts in product management. He is the founder of Sequent Learning Networks, a global training and advisory services firm based in New York City. He is also founder of The Product Management Executive Board, a professional association of senior executives who share a common bond in their quest for product excellence. Haines is the author of Managing Product Management and The Product Manager's Survival Guide.
In this Book
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The Product Manager’s Desk Reference, Second Edition
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Foreword
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Preface
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Introduction
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What Is Product Management?
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The Product Master Plan
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Leadership: Creating Influence
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Cross-Functional Product Teams: Getting Things Done
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Problem Solving And Decision Making: What’s Next?
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Finance For The Product Manager: Keeping Score
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The Playing Field And The Players: Analyzing The Industry And Competition
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Finding Markets To Conquer By Understanding Customer Needs And Market Segments
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Preparing To Set Your Mileposts: Forecasting For The Product Manager
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Strategic Product Planning: The Inflection Point
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Making A Molehill Out Of A Mountain: The Concept Phase
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Is There Really A Business Here? Assessing Feasibility
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Appearances Are Everything: Defining And Designing The Product
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Justifying Product Investments: The Business Case
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Synchronizing The Gears: The Marketing Plan For The Product
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Execution And Oversight During Product Development
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Introducing The Product And Orchestrating The Launch
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Auditing Results After The Launch
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Post-Launch Strategic Performance Analysis
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Post-Launch Strategic Mix Management
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Life Cycle Product Portfolio Management
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Enough’s Enough! Discontinuing The Product
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Charting Your Career
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Organizing For And Managing Product Management
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The Product Manager's Toolbox
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Glossary
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References and Resources
