Process-Oriented Product Management: Work Processes, Process-Oriented Marketing and Innovation Management

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

A chapter in Successful Product Management, 2023, pp 247-305 from Springer

Abstract: Abstract In addition to solving organizational issues, as a product manager you also have to coordinate and design the process organization. Especially in product management, cross-departmental and cross-divisional processes and workflows dominate the classic organizational structure. Make use of this possibilities and scope for design! Develop process proposals and product management-relevant workflows and integrate them into your company. In this way, you can make a significant contribution to interface management and make your work as a product manager much easier. For this purpose, you should have a comprehensive knowledge of the existing processes and procedures in your company as well as specific know-how in process development and process design. You are also required to be competent as a process manager in the implementation and application of the processes. In this part you will learn, how your tasks and activities in product management are structured as a process. what influence the life cycle of your product has on the product performance. how product managers align marketing according to life cycle phases. how you can actively trigger buying processes at the customer. how to analyse a buying process and how to adjust the marketing process to it. why the use of marketing tools needs to be adapted for each stage of the buying process. how the individual phases in the product innovation process are designed and which additional processes are effective. what the contents of a market launch concept are.

Date: 2023
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DOI: 10.1007/978-3-658-38276-6_3

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