As a product manager, you create marketing concepts, position the product on the market and manage it throughout all life cycles. This book describes how you can fulfil these tasks in today's digital age, taking into account findings from neuroscience. It contains concrete recommendations for all phases of the product and shows how you can proceed and make use of modern collaboration tools. The author also addresses innovation and market penetration management as central success factors and presents marketing concepts in the course of the product life cycle.

Contents:

Self-conception and framework for product management
Processes in product management
Management of a product area without a superior function
Innovation management as the first main task
Market penetration management as a central success factor
Marketing concepts in the course of the product life cycle as the second main task

Digital extras:

Checklists
Instructions.