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Produktmarketing: Strukturen, Erfolgsfaktoren und praktische Hilfsmittel

  • 2019
  • OriginalPaper
  • Chapter
Published in:
Author
Klaus J. Aumayr
Published in
Erfolgreiches Produktmanagement
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Produktmarketing ist der Aufgabenbereich, der wahrscheinlich auch Sie zeitlich am meisten beschäftigt. Produktmanager aller Branchen beklagen dabei oft die zu starke operative Ausrichtung des Produktmarketings. Sie bewegen sich im Spannungsfeld zwischen Kunden, Wettbewerbern, Umfeld und dem eigenen Unternehmen und müssen dafür sorgen, dass Ihr Produkt differenzierter, kostengünstiger, innovativer und vor allem schneller am Markt platziert wird. Damit müssen Sie zwangsläufig das Produktmarketing zusätzlich stärker strategisch ausrichten. Sie können sich nicht mehr allein auf das einfache Erkennen und die Erfüllung der Kundenbedürfnisse konzentrieren.

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previous chapter Produktmanagement: Positionierung, Kernkompetenzen und organisatorische Einbindung
next chapter Prozessorientiertes Produktmanagement: Arbeitsprozesse, Prozessorientiertes Marketing und Innovationsmanagement
Title
Produktmarketing: Strukturen, Erfolgsfaktoren und praktische Hilfsmittel
Author
Klaus J. Aumayr
Copyright Year
2019
Book
Erfolgreiches Produktmanagement

Print ISBN: 978-3-658-25365-3

Electronic ISBN: 978-3-658-25366-0

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-658-25366-0_2