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A thorough resource
on October 7, 2008
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.