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Produktmarketing: Strukturen, Erfolgsfaktoren und praktische Hilfsmittel

In: Erfolgreiches Produktmanagement

Author

Listed:
  • Klaus Aumayr

    (MSG Management Systems St. Gallen)

Abstract

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 Produktmarketing. 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.

Suggested Citation

  • Klaus Aumayr, 2013. "Produktmarketing: Strukturen, Erfolgsfaktoren und praktische Hilfsmittel," Springer Books, in: Erfolgreiches Produktmanagement, edition 3, pages 133-258, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-01953-2_2
    DOI: 10.1007/978-3-658-01953-2_2
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