Product Marketing: Structures, Success Factors and Practical Tools

Klaus J. Aumayr
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Klaus J. Aumayr: MSG Management Systems St. Gallen

A chapter in Successful Product Management, 2023, pp 127-245 from Springer

Abstract: Abstract Product marketing is probably the area that occupies most of your time. Product managers in all industries often complain that product marketing is too operationally focused. They move in the field of tension between customers, competitors, the environment and their own company and must ensure that their product is placed on the market in a more differentiated, cost-effective, innovative and, above all, faster way. Inevitably, this means that you must also align product marketing more strategically. You can no longer focus solely on simply identifying and meeting customer needs. If you are also active in global and international markets in product management, your product marketing becomes multidimensional and requires not only a quick grasp of complex issues, but also a clear structuring of product markets and relevant contexts. In this part you will learn how to structure complex markets and products using segmentation techniques. how product managers analyze and influence control variables that are relevant to success. how to build a product brand. what role the price-performance ratio of your product plays with the customer. what you need to consider when determining ratios for your product market. how to plan sales, contribution margins and prices. which tools and instruments for analysis, strategy development, planning and implementation are available to you as a product manager. how to develop and evaluate strategy alternatives for your product market. about the structure and contents of a product-related business plan.

Date: 2023
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DOI: 10.1007/978-3-658-38276-6_2

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