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 criticalyet it remainsvery complex.The Product Manager's Desk Referenceis the first book to lay down a comprehensive body of knowledge for thiscritical function, and it is the only book that can effectively guide product managers so that they can establish and build a successfulcareer 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 Referenceis 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 profitabilityThe Product Manager's Desk Referenceembodieseverything "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 ofSequent Learning Networks. Previously, he was the senior director ofproduct management for CRM applications at Oracle.