Product management
From Wikipedia, the free encyclopedia
 |
This article does not cite any references or sources. (December 2006) Please help improve this article by adding citations to reliable sources. Unverifiable material may be challenged and removed. |
| Marketing |
| Key concepts |
|
Product / Pricing / Promotion |
| Promotional content |
|
Advertising / Branding |
| Promotional media |
|
Printing / Publication / Broadcasting |
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 Management is also a collective term used to describe the broad sum of diverse activities performed in the interest of delivering a particular product to market.
From a practical perspective, product management is an occupational domain which holds two professional disciplines: product planning and product marketing. This is because the product's functionality is created for the user via product planning efforts, and product value is presented to the buyer via product marketing activities.
Product planning and product marketing are very different but due to the collaborative nature of these two disciplines, some companies perceive them as being one discipline, which they call product management. Done carefully, it is very possible to functionally divide the product management domain into product planning and product marketing, yet retain the required synergy between the two disciplines.
Contents |
[edit] 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. 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.
The activities discussed for product management include:
[edit] 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
[edit] 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
[edit] See also
- Technology roadmap
- Brand management
- Marketing management
- Product
- Product catalogue management
- Product manager
- Product marketing
- Product planning
- Requirements management
- Software product management
[edit] References
- Gabriel Steinhardt (2007). "Product Management Team" (PDF). 2.0. . Blackblot Retrieved on 2008.
