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The Product Manager's Desk Reference 2E by Steven Haines

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MODULE 2

 

BUILDING INSIGHTS AND DRIVING STRATEGIES BY MAKING THE MARKET YOUR PRIMARY FOCUS

INTRODUCTION TO MODULE 2

Module 1 provided you with the foundation to support the knowledge, skills, and structure needed to be a product manager. With this framework established and in place, it’s time to consider the more specific techniques that allow product managers to turn their attention to the “markets” in which their products are sold.

Most fundamental texts about marketing or economics cover the topic of markets. Modern marketers and business people often talk about their strategic intent to focus on the market and on customers. However, some of the terms most commonly used to discuss strategic intent have numerous interpretations. These terms ...

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