[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-0-en-105":3,"doc-detail-347885-en":59,"doc-seo-347885-105":80},{"code":4,"msg":5,"data":6},0,"success",[7,13,18,23,28,33,38,43,48,51,55],{"id":8,"doc_module":4,"doc_module_name":9,"category_name":10,"show_sort_weight":11,"slug":12},1,"Document","Story & Novel",90,"story-novel",{"id":14,"doc_module":4,"doc_module_name":9,"category_name":15,"show_sort_weight":16,"slug":17},2,"Literature",80,"literature",{"id":19,"doc_module":4,"doc_module_name":9,"category_name":20,"show_sort_weight":21,"slug":22},4,"Exam",70,"exam",{"id":24,"doc_module":4,"doc_module_name":9,"category_name":25,"show_sort_weight":26,"slug":27},5,"Comic",60,"comic",{"id":29,"doc_module":4,"doc_module_name":9,"category_name":30,"show_sort_weight":31,"slug":32},6,"Technology",50,"technology",{"id":34,"doc_module":4,"doc_module_name":9,"category_name":35,"show_sort_weight":36,"slug":37},7,"Healthcare",40,"healthcare",{"id":39,"doc_module":4,"doc_module_name":9,"category_name":40,"show_sort_weight":41,"slug":42},8,"Research & Report",30,"research-report",{"id":44,"doc_module":4,"doc_module_name":9,"category_name":45,"show_sort_weight":46,"slug":47},9,"Religion & Spirituality",20,"religion-spirituality",{"id":46,"doc_module":4,"doc_module_name":9,"category_name":49,"show_sort_weight":46,"slug":50},"World Cup","world-cup",{"id":52,"doc_module":4,"doc_module_name":9,"category_name":53,"show_sort_weight":52,"slug":54},10,"Lifestyle","lifestyle",{"id":56,"doc_module":4,"doc_module_name":9,"category_name":57,"show_sort_weight":24,"slug":58},19,"General","general",{"code":4,"msg":5,"data":60},{"doc_id":61,"user_id":62,"nickname":63,"user_avatar":64,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":66,"doc_content":67,"file_id":68,"file_url":69,"file_type":70,"file_size":71,"view_count":4,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":72,"language":73,"language_code":74,"site_id":75,"html_lang":74,"table_of_contents":76,"faqs":77,"seo_title":78,"seo_description":66,"update_tm":79,"read_time":26},347885,1236954412713,"McGucket","https://us-avatar.wpscdn.com/davatar_29158cc5080c5b710cf443261637dec0","Product Focus Journal - Product Management and Product Marketing - Volume 14","The journal provides practical guidance on product marketing for technology-based product managers and marketers. It explains inbound versus outbound marketing, introduces core fundamentals, and addresses how product marketing differs from product management across company sizes and operating models. Readers learn about definitions, organizational approaches, and how responsibilities shift between market understanding, product development, and market communication, including localization needs for multiple markets and segments.","The Leading Reference for technology-based products  \nProduct  \n  Management Joe 1n4 £10 /1  \nTraining  \nProduct Management and Product Marketing  \nIndustry-leading public and private courses Live online and face-to-face delivery  \nFocus on technology-based products Tools, templates and checklists Learn best practice Certification  \nproduct  \nfocus  \n[www.productfocus.com](www.productfocus.com)  \nINTRODUCTION  \nWelcome  \nLeading the way for product managers/marketers  \nMarketing products sounds reasonably straightforward.  \nBut, once you start to explore what it means, you find it can require avast range of knowledge and skills. It can mean being a wizard on social media, a savvy project manager, or an expert on the customers and competition in a particular market.  \nSoto keep things manageable, the focus of this Journal is on what we call inbound and outbound product marketing. Inbound marketing techniques help you 'get found' by people who'll be interested in what you offer. Outbound marketing techniques push your sales message out in the hope it hits people who'll care. We recognize that in some  \ncompanies, the role is wider. Your job might include market analysis and proposition development, but these are topics we’ve covered in other Journals.  \nOuraim isto provide guidance, tips, and advice –we hope we’ve achieved it!  \nWho’s who?  \nThe Product Management Journal is published by Product Focus as an independent publication for product managers with technology-based products. Product Focus was founded and is run by Ian Lunn (top) and Andrew Dickenson.  \nThe founders continue to deliver many of Product Focus’straining courses and reviews alongside their team of senior consultants.  \nTo get all our previous journals, and receive the latest copy, sign-up at [www.productfocus.com](www.productfocus.com)  \nAll the trademarks and tradenames referenced in the Journal are the property of their respective companies  \nProduct Management Journal Volume 14 3  \nFUNDAMENTALS  \nProduct marketing  \nWhat is it?  \nWise Words  \n“Product management isabout making products customers love, product marketing is about making them famous.”  \nGe􀀝ing products on-the-shelf  \nProduct Management  \nFig.1 On and off-the-shelf  \nIs there an industry-standard definition?  \nWell, like the mythical unicorn, you can look for it, but you’ll never find it. What makes a definition challenging is that the product marketing role is different from company to company.  \nIn smaller companies, the role may not exist, and so the product marketing activities are picked up by someone in Marketing or by a product manager.  \nIn larger companies, there may be product marketing people for each country or region feeding their understanding of local markets into a central function.  \nA Product Marketing department may be part of Marketing, Sales, Product Management or completely separate. And even then, the activities that are done by the function will vary from business to business.  \nSo bearing that in mind, let’s start with some simple models.  \nProduct marketing vs. product management?  \nOne view is that product management isabout building products,  \nGe􀀝ing productsoff-the-shelf  \nProduct Marketing  \nand product marketing isabout helping to sell them. The analogy is of getting products onto the shelf and then getting them off again. It’s simple, but it’s not the whole story. The key part that’s missing is that both functions have to understand marketsand  \ncustomers really well to do a good job.  \nAnother view is that product management knows what to say about the product, and product marketing knows how best to communicate  \n4 Product Management Journal Volume 14  \nthe messagestothe market, e.g., how to do effective email marketing, which exhibitions togo to, and how to craft compelling copy, but we see this straying into the area of market communications. (See Fig. 2.)  \nAnd yet another view is that product marketers focus on specific market segments while product manage","cbCailxZXrwcHpV1","https://ap.wps.com/l/cbCailxZXrwcHpV1","pdf",4115784,24,"English","en",105,"# Introduction\n## Leading the way for product managers/marketers\n# Fundamentals\n## Product marketing\n## What is it?\n## Product marketing vs. product management?\n## Product marketing vs. marketing?","[{\"question\":\"What is the focus of the Journal on product marketing?\",\"answer\":\"The Journal focuses on inbound and outbound product marketing, showing how to get found by interested audiences and how to push sales messages outward to the right prospects.\"},{\"question\":\"Why is there no industry-standard definition of product marketing?\",\"answer\":\"The product marketing role differs from company to company, and even company structure and responsibilities vary across organizations and regions.\"},{\"question\":\"How does product marketing differ from product management?\",\"answer\":\"One comparison frames product management as building products customers love, while product marketing helps make those products famous and communicates them to the market; both still must understand markets and customers well.\"}]","Product Focus Journal - Product Management and Product Marketing - Volume 14 | PDF",1790069654,{"code":4,"msg":81,"data":82},"ok",{"site_id":75,"language":74,"slug":83,"title":65,"keywords":84,"description":66,"schema_data":85,"social_meta":138,"head_meta":140,"extra_data":142,"updated_unix":79},"product-focus-journal-product-management-and-product-marketing-volume-14","",{"@graph":86,"@context":137},[87,101,120],{"@type":88,"itemListElement":89},"BreadcrumbList",[90,94,96,99],{"item":91,"name":92,"@type":93,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":95,"name":9,"@type":93,"position":14},"https://docshare.wps.com/document/",{"item":97,"name":40,"@type":93,"position":98},"https://docshare.wps.com/document/research-report/",3,{"item":100,"name":65,"@type":93,"position":19},"https://docshare.wps.com/document/product-focus-journal-product-management-and-product-marketing-volume-14/347885/",{"url":100,"name":65,"@type":102,"image":103,"author":108,"headline":65,"publisher":110,"fileFormat":113,"inLanguage":74,"description":66,"dateModified":114,"datePublished":114,"encodingFormat":113,"isAccessibleForFree":115,"interactionStatistic":116},"DigitalDocument",{"url":104,"@type":105,"width":106,"height":107},"https://docshare.wps.com/thumbnails/product-focus-journal-product-management-and-product-marketing-volume-14/347885.png","ImageObject",300,407,{"name":63,"@type":109},"Person",{"url":91,"name":111,"@type":112},"DocShare","Organization","application/pdf","2026-09-22",true,{"@type":117,"interactionType":118,"userInteractionCount":4},"InteractionCounter",{"@type":119},"ViewAction",{"@type":121,"mainEntity":122},"FAQPage",[123,129,133],{"name":124,"@type":125,"acceptedAnswer":126},"What is the focus of the Journal on product marketing?","Question",{"text":127,"@type":128},"The Journal focuses on inbound and outbound product marketing, showing how to get found by interested audiences and how to push sales messages outward to the right prospects.","Answer",{"name":130,"@type":125,"acceptedAnswer":131},"Why is there no industry-standard definition of product marketing?",{"text":132,"@type":128},"The product marketing role differs from company to company, and even company structure and responsibilities vary across organizations and regions.",{"name":134,"@type":125,"acceptedAnswer":135},"How does product marketing differ from product management?",{"text":136,"@type":128},"One comparison frames product management as building products customers love, while product marketing helps make those products famous and communicates them to the market; both still must understand markets and customers well.","https://schema.org",{"og:url":100,"og:type":139,"og:title":65,"og:site_name":111,"og:description":66},"article",{"robots":141,"canonical":100},"index,follow",{"doc_id":61,"site_id":75}]