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Product Management For Dummies by Pamela Schure, Brian Lawley

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Chapter 10

Developing Your Market Strategy

IN THIS CHAPTER

check Understanding why you need market strategy in the first place

check Equipping yourself with the best market strategy tools

check Harnessing the power of segmentation, targeting, positioning, and so on

check Creating your market strategy document

Market strategy. Two words and a world of work and thinking behind each of them. Strategy in this scenario means creating a high-level plan to achieve goals under conditions of uncertainty. And the word market gives some context to the word strategy. In creating your market strategy, you’re going to create a high-level, market-oriented plan under uncertain conditions. This task may sound hard, and doing it well certainly is challenging. In this chapter, we break down the components that create a great market strategy. Taking the results from the work in the later section “Grasping the Importance of a Market Strategy” creates a really compelling and comprehensive plan for your product as it comes into the market.

If you have no background in marketing, this chapter (along with Chapter 15) is for you. ...

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