THE PRODUCT MANAGER'S DESK REFERENCE HAINES S. Księgarnia

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.

Steven Haines is the founder and president of Sequent Learning Networks, a training and advisory services firm with an international clientele, based in New York City. He has over twenty-five years of corporate experience in finance, marketing, and product management. Haines honed his craft in industries as diverse as wholesale industrial products, intimate apparel, medical products, communications, and software & technology, holding leadership roles at AT&T and Oracle. Further, he spent twelve years as an adjunct professor at Rutgers University's business school. He holds an undergraduate degree in Management Science with a minor in Organizational Behavior from Binghamton University and an MBA in Corporate Financial Management from the Lubin School of Business at Pace University.

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

690 pages, Hardcover

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.