The product manager's desk reference

"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."--Jacket.

Module 1 : Foundational elements for product management. What is product management? -- The product master plan -- Leadership : creating influence -- Cross-functional product teams : getting things done -- Decision making : what's next? -- Finance for the product manager : keeping score -- -- Module 2 : Making the market your primary focus. The playing field and the players : analyzing the industry and competition -- Finding markets to conquer by understanding customer needs and market segments -- Preparing to set your mileposts : forecasting for the product manager -- Strategic product planning : the inflection point -- -- Module 3 : The start of the product's journey and the new product development process. Making a molehill out of a mountain : the concept phase -- Is there really a business here? Assessing feasibility -- Appearances are everything : defining the product -- Justifying product investments : the business case -- Synchronizing the gears : the marketing plan for the product -- Execution and oversight during product development -- Introducing the product and orchestrating the launch -- -- Module 4 : Continuing the journey : post-launch product management. Auditing re…