Product management


Product management

Product management is an organizational function within a company dealing with the planning or marketing of a product or products at all stages of the product lifecycle.

Product planning (in-bound marketing) and product marketing (outbound marketing) are different yet complementary efforts with the objective of maximizing sales revenues and market share.

Aspects of product management

Depending on the company size and history, product management has a variety of functions and roles. Sometimes there is a product manager, and sometimes the role of product manager is held by others. Frequently there is Profit and Loss (P&L) responsibility as a key metric for evaluating product manager performance. In some companies, the product management function is the hub of many other activities around the product. In others, it is one of many things that need to happen to bring a product to market.

Product planning

* Defining new products
* Gathering market requirements
* Building product roadmaps, particularly Technology roadmaps
* Product Life Cycle considerations
* Product differentiation
* more detail on Product planning

Product marketing

* Product positioning and outbound messaging
* Promoting the product externally with press, customers, and partners
* Bringing new products to market
* Monitoring the competition
* more detail on Product marketing

ee also

* Technology roadmap
* Brand management
* Marketing management
* Product (business)
* Product catalogue management
* Product documentation
* Product lifecycle management
* Product manager
* Product marketing
* Product planning
* Requirements management
* Software product management

References

External links

* [http://www.windley.com/docs/Product%20Management.pdf The discipline of Product Management]
* [http://www.knowthis.com/tutorials/principles-of-marketing/managing-products.htm Principles of marketing - Managing Product]
* [http://people.cs.uu.nl/weerd/spm/images/framework.pngFramework for Product Management]


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