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2023 | Book

Successful Product Management

Tool Box for Professional Product Management and Product Marketing


About this book

Learn everything about professional product management in this book

If you have always wanted to actively market your products, this is the book for you. This tool box for professional product management and product marketing delivers what it promises - here you get a comprehensive, indispensable and proven work aid. Klaus Aumayr shows how you can optimally manage the increasingly complex tasks and requirements for product managers.

Master the complex tasks of product management with confidence

The success of a product is primarily decided by the buyers - but also by the responsible product manager. He often fights on several fronts at once, and must, for example:

introduce and support more and more products in less and less time with decreasing budgets and simultaneously coordinate a plethora of requirements from internal departments

With his book "Successful Product Management", Klaus Aumayr provides the complete tools to master these complex tasks in purchasing process management with confidence. He reveals not only important basics, but also some practical product strategies. In addition, case studies, charts and checklists facilitate the transfer into practice.

The contents at a glance

The book "Successful Project Management" covers the following three key areas:

Product management: positioning, core competencies and organizational integration Product marketing: structures, success factors and practical tools Process-oriented product management: work processes, process-oriented product marketing and innovation management The fifth edition of the book has been updated and a chapter on agile product management has been added.

Table of Contents

Product Management: Positioning, Core Competencies and Organizational Integration
What distinguishes successful companies? Certainly the ability to develop products, successfully launch them on the market and optimally design the product life cycle. To build these capabilities, companies use many strategies, concepts and programs. But all these approaches remain largely ineffective if solid organizational conditions are not created.
Klaus J. Aumayr
Product Marketing: Structures, Success Factors and Practical Tools
Product marketing is probably the area that occupies most of your time. Product managers in all industries often complain that product marketing is too operationally focused. They move in the field of tension between customers, competitors, the environment and their own company and must ensure that their product is placed on the market in a more differentiated, cost-effective, innovative and, above all, faster way. Inevitably, this means that you must also align product marketing more strategically. You can no longer focus solely on simply identifying and meeting customer needs.
If you are also active in global and international markets in product management, your product marketing becomes multidimensional and requires not only a quick grasp of complex issues, but also a clear structuring of product markets and relevant contexts.
In this part you will learn
  • how to structure complex markets and products using segmentation techniques.
  • how product managers analyze and influence control variables that are relevant to success.
  • how to build a product brand.
  • what role the price-performance ratio of your product plays with the customer.
  • what you need to consider when determining ratios for your product market.
  • how to plan sales, contribution margins and prices.
  • which tools and instruments for analysis, strategy development, planning and implementation are available to you as a product manager.
  • how to develop and evaluate strategy alternatives for your product market.
  • about the structure and contents of a product-related business plan.
Klaus J. Aumayr
Process-Oriented Product Management: Work Processes, Process-Oriented Marketing and Innovation Management
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,
  • how your tasks and activities in product management are structured as a process.
  • what influence the life cycle of your product has on the product performance.
  • how product managers align marketing according to life cycle phases.
  • how you can actively trigger buying processes at the customer.
  • how to analyse a buying process and how to adjust the marketing process to it.
  • why the use of marketing tools needs to be adapted for each stage of the buying process.
  • how the individual phases in the product innovation process are designed and which additional processes are effective.
  • what the contents of a market launch concept are.
Klaus J. Aumayr
Successful Product Management
Klaus J. Aumayr
Copyright Year
Electronic ISBN
Print ISBN