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<p>By Pragmatic Marketing
How a market-driven focus
leads companies to build
products people want to buy
The Strategic Role of
PRODUCT MANAGEMENT
2
The Strategic Role of Product Management How a market-driven focus leads companies to build products people want to buy
About Pragmatic Marketing
Pragmatic Marketing’s training is based on the
fundamental belief that a company’s products
need to be grounded in a strategy that is driven
by the market. We combine this core principle
with a team of instructors who have real-world
experience leading high tech product teams, to
deliver training seminars that are informative,
entertaining, and impactful.
Our courses cover everything technology
companies need to be successfully market-
driven, from understanding market problems
and personas, to creating effective requirements
and go-to-market strategies. To find out how
you or your company can join the growing
international community of more than
75,000 product management and marketing
professionals trained by Pragmatic Marketing, visit
www.pragmaticmarketing.com.
Why are we Pragmatic Marketing?
People sometimes ask why the company is named
Pragmatic Marketing. “Isn’t that an oxymoron?”
they ask.
The “pragmatic” moniker makes sense: we offer
practical, no-nonsense solutions to the problems
facing technology product managers. It’s the term
“marketing” that throws people.
Technology businesses use two definitions
of marketing:
1) the market experts and business leaders
for the product
— or —
2) the t-shirt and coffee mug department
As quoted in this e-book, Peter Drucker defines
marketing as “to know and understand the
customer so well that the product or service fits
him.” We use this classical definition of marketing.
© 1993-2012 Pragmatic Marketing, Inc.
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The Strategic Role of Product Management How a market-driven focus leads companies to build products people want to buy
The strategic role of product
management is best defined by the
Pragmatic Marketing Framework, a
model for ma