Introducing the next generation model for product management excellence! You’re firmly planted in the digital age—but has your company or organization kept pace with today’s profound transformation in products and services? In this fully revised edition of his hugely successful bestseller, veteran product management thought leader Steven Haines lays out a repeatable process for product management organizational transformation – at scale, and a roadmap for product managers who can become the entrepreneurial strategic thinkers who will drive their companies into the future!   With major updates and revisions throughout, The Product Manager’s Desk Reference, Third Edition clearly illustrates your entire product life cycle from beginning to end with essential advice on: Combining digital and traditional products New mixed-mode product development tactics Product design based on customer and user experience Reaching customers who are increasingly mobile Iterative product development Post-launch performance management Packed with an array of tools, techniques, and best practices—along with an explicit emphasis on data, analytics, and product performance—here is a timely and actionable guide to kicking your product management strategies into high gear.