Product Management

Product Management: How-to articles covering the latest marketing tactics, tips, and strategies.

• 'Don't Chase the New, Innovate the Old': Four Lessons From NikeSoon Yu
  Innovating existing products and services rather than chasing the shiny and new is a smart use of resources and energy. And it has a far higher chance of success. It ...
  Brand Management, Brand Positioning, Branding, Product Management, Product Marketing
• Innovation Is Not the Key to Success, Reinvention IsRoger Cusa
  Many marketers, business owners, and entrepreneurs think innovation is synonymous with invention—and that to move the needle, we need to come up with a shiny new product, market, or idea. ...
  Brand Positioning, Customer Experience, Customer Service, Marketing Strategy, Positioning, Product Management, Product Marketing
• Three Ways to Co-Create Business Value (and New Products and Services) via Adaptive InnovationDavid Nour
  Developing new products and services in today's economy requires adaptive innovation—an ability to adjust to the fast-changing needs of target markets. Three fundamental steps are necessary to support that process.
  Customer-Centric, Marketing Strategy, Product Management, Product Marketing, Research
• The Science Behind Superb Packaging [Infographic]Laura Forer
  Product packaging is more than just a box or container. It's often a consumer's first impression, and it protects your product and communicates with shippers and buyers. That's a tall ...
  B2C, Branding, E-Commerce, Mail Order, Product Management, Product Marketing, Retail Marketing
• Five Ways to Compete Against Low-Price CompetitorsLaura Patterson
  All of us face a low-cost or low-price competitor at one time or another. The solution isn't to lower your prices and engage in a price war; that just means ...
  Brand Management, Brand Positioning, Marketing Strategy, Positioning, Pricing, Product Management
• Product Marketing: Exclusivity Doesn't Always Mean a Big Price TagEric Layer
  Most people like to feel part of an exclusive club. The brands that understand that desire can inspire people to both buy their products and adopt them as part of ...
  Advertising, Customer Behavior, Product Management, Product Marketing, Sales and Advertising
• Three Strategies for Involving Customers in New Product DevelopmentMostafa Dastras
  If you're not identifying your customers' needs for new product development, you may want to reconsider. Here's why, along with three ways to involve customers.
  Customer Evangelists, Customer Insight, Customer Satisfaction, Product Management, Product Marketing
• What Amazon's Ban of Incentivized Reviews Means for MarketersDan Sullivan
  Amazon just announced that it was no longer allowing incentivized reviews (except for advanced copies of books), effective immediately. So, why should you care about this change?
  Customer Relationships, Digital Marketing, Marketing Strategy, Product Management, Product Marketing
• How to Boost Your Brand's Eco-Friendly ImageJeriann Watkins
  Becoming known as an eco-friendly brand isn't easy. Especially when so many brands present themselves as environmentally minded, and make so much noise on social and traditional media, even if ...
  Brand Management, Brand Positioning, Branding, Green Marketing, Product Management, Product Marketing
• If You Create, Will They Buy? How to Go From Insights to Products Customers WantAndy Zynga
  If you develop a new offering, will customers buy it? That's the perennial challenge for today's companies, and it's increasing as pressures to innovate "first and fast" intensify.
  Market Research, Marketing Strategy, Product Management, Product Marketing, Research