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Published in:
2023 | OriginalPaper | Chapter
Process-Oriented Product Management: Work Processes, Process-Oriented Marketing and Innovation Management
Author : Klaus J. Aumayr
Published in: Successful Product Management
Publisher: Springer Fachmedien Wiesbaden
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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,
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how your tasks and activities in product management are structured as a process.
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what influence the life cycle of your product has on the product performance.
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how product managers align marketing according to life cycle phases.
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how you can actively trigger buying processes at the customer.
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how to analyse a buying process and how to adjust the marketing process to it.
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why the use of marketing tools needs to be adapted for each stage of the buying process.
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how the individual phases in the product innovation process are designed and which additional processes are effective.
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what the contents of a market launch concept are.