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Product / Pricing / Promotion |
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Advertising / Branding |
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Printing / Publication / Broadcasting |
Product management is an organizational function within a company dealing with the planning or marketing of a product or products at all stages of the product lifecycle.
Product planning (in-bound marketing) and product marketing (outbound marketing) are different yet complementary efforts with the objective of maximizing sales revenues and market share.
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Depending on the company size and history, product management has a variety of functions and roles. Sometimes there is a product manager, and sometimes the role of product manager is held by others. Frequently there is Profit and Loss (P&L) responsibility as a key metric for evaluating product manager performance. In some companies, the product management function is the hub of many other activities around the product. In others, it is one of many things that need to happen to bring a product to market.
