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The Product Manager's Desk Reference Hardcover – August 26, 2008

ISBN-13: 978-0071591348 ISBN-10: 0071591346 Edition: 1st

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Product Details

  • Hardcover: 744 pages
  • Publisher: McGraw-Hill; 1st edition (August 26, 2008)
  • Language: English
  • ISBN-10: 0071591346
  • ISBN-13: 978-0071591348
  • Product Dimensions: 7.8 x 2.1 x 9.5 inches
  • Shipping Weight: 2.9 pounds
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (45 customer reviews)
  • Amazon Best Sellers Rank: #182,919 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Steven Haines is the founder of Sequent Learning Networks and The Product Management Executive Board. Sequent Learning Networks is a global training and advisory services firm based in New York City. Its mission is to help its clients improve the structure and function of Product Management so they can produce great products. The Product Management Executive Board is a professional association of senior executives who share a common bond in their quest for product excellence. Steven’s books serve as foundational bodies of knowledge and Product Management best practices for product managers, product leaders, and executives across the corporate landscape.

Steven spent more than two decades in corporate leadership roles in industries as diverse as wholesale industrial products, intimate apparel, medical products, communications, and software & technology. Further, he spent twelve years as an adjunct professor at Rutgers University’s business school.


More About the Author

Steven Haines is the founder and CEO of Sequent Learning Networks and its specialty organization, The Product Management Executive Board (PMEB). Sequent provides product and business leaders the wherewithal to fine-tune their organizations to produce great products that customers clamor for. Steven and the members of his firm work closely with senior leaders to diagnose organizational issues, provide focused learning programs, and resources (books, templates, events, and Product Management certification through PMEB). Steven also delivers speeches and facilitated talks to product managers and business leaders on a variety of topics related to Product Management, business excellence, and leadership. Write to me at sjhaines@sequentlearning.com or visit www.sequentlearning.com.
View my videos at http://amzn.com/e/B001KH8WHA
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* Follow me on Linked in: http://www.linkedin.com/in/stevenjhaines/
* Follow me on Twitter: @Steven_Haines
* My blog post: http://sequentlearning.com/experts/author/sjhaines
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Customer Reviews

The Product Managers Desk Reference is invaluable.
Don Adams
Steven Haines has does an amazing job of providing a resource that is useful to Product Managers regardless of experience level.
Brian Weber
This is an outstanding reference guide as well as for easy reading.
Ima Pazos

Most Helpful Customer Reviews

39 of 40 people found the following review helpful By Kathryn Welds on October 7, 2008
Format: Hardcover
The Product Manager's Desk Reference is a comprehensive reference for the product management process, useful for anyone who works in product management and product marketing.

The PMDR's The Product Master Plan is the 'plan of record', considered an anchor, an archive, and a point of reference for people who may come and go. The chapters on Leadership, Cross-Functional Teams, and Decision-Making are well-presented. Haines offers valuable guidance about finance for product managers who have no formal training in this discipline.

The second module, Making the Market Your Primary Focus, includes discussion of Industry & Competitive Analysis, Segmentation, Forecasting, and Strategic Planning, with clear explanation and practical tools such as The Customer Visit Plan Template in the segmentation chapter.

The third module's sections on The Start of the Product's Journey and the New Product Development Process are practical. The Business Case chapter and the Marketing Plan for the Product are well-organized and applicable.

The fourth module, Continuing the Product Journey: Post-Launch Product Management, considers what happens after the product is in the market. Haines offers auditing techniques after the launch, as well as a logical way to 'run the business of the product'. These tools enable re-strategizing, re-planning, and overall financial and market optimization. The chapter on Life Cycle Product Portfolio Management considers products as investments, and efficient ways to evaluate how products contribute to the business, across individual life cycles. Haines also offers practical guidance for product discontinuation.

The end of each chapter includes a section called Raise Your Product Management Experience Quotient, offering helpful tips and tools for product mangers. The book is easy-to-read, accessible, and well-organized. This is a worthwhile reference for anyone in product management or product marketing.
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17 of 18 people found the following review helpful By Amanda Noz on January 29, 2009
Format: Hardcover
There are some books that are destined to become classics in their field. The Product Manager's Desk Reference by Steven Haines is one of those books. Anyone working not just in Product Management but also Marketing and Business Development, should take the time (and it is a hefty volume of 700 pages!) to read and absorb the comprehensive body of knowledge that Steven has organized around Product Management. If that sounds too daunting, be reassured by the fact that this is a reference book as well, so specific topics can be accessed easily without reading the entire book.

Steven demonstrates his vast knowledge of the true scope of the Product Manager's role. After explaining the basics in the first module that goes through the Foundational Elements of Product Management, the Desk Reference then explains the myriad details that position the Product Manager as the end to end owner of the business. Starting with the market analysis of the industry and competition, he then moves onto the fundamental elements of the role by teaching customer need analysis, market segmentation, forecasting and product planning. However he doesn't forget that a Product Manager needs to be the champion who can keep the process moving along with the Product Development team as well as being able to persuasively argue the business case to management to justify the product investment.

In particular, I appreciated that he sees the Marketing function as intricately linked to the Product with the Marketing Plan and details of the Launch synchronized together with the Communications Team and Sales Channels.
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10 of 10 people found the following review helpful By Brian Weber on January 27, 2009
Format: Hardcover
Steven Haines has does an amazing job of providing a resource that is useful to Product Managers regardless of experience level. The novice Product Manager would benefit from reading the book cover to cover to get a good understanding of what Product Management is about, where the experienced Product Manager can use it truly as a desk reference to get into the details when needed.

With every company defining Product Management differently, Product Managers often end up being the catch all. Steven has done an excellent job of bringing a standard definition of the roles and responsibilities of this "accidental profession" to the industry, and provided a path along with tools to improve your skills within the product management profession.

Short Answer: Buy this book and use it as the valuable resource it is.

Brian Weber
Product Manager
Thomson Reuters
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7 of 7 people found the following review helpful By Danielle Farrar on May 14, 2010
Format: Hardcover Verified Purchase
Really, the title says it all. This is the most valuable product management book I've bought. It's so thorough and well-written that I have been reading it straight through. It covers all aspects of Product Management, including strategy, forecasts, cross-functional team management, business cases, launch, and post-mortems. I cannot recommend this book highly enough. If you are a Product Manager, you can't afford not to get this book. My copy is filled with copious notes, underlines, highlights, and is dog-eared on many sections. I have recommended this book to my whole team. And no, I don't know the author. This is completely based on my own experience using this reference as a Sr. Product Manager for a major entertainment company.
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