Delivering Winning Products and Services
As we have discussed throughout this book, business is about exchanging value between your company and the customer. Much of marketing consists of managing the exchange of value: the customer obtains a product or service that delights them, and the organization obtains profit and goodwill.
In a large company with a sizeable marketing department, this managing of the elements of value is often handled by different marketing teams. Corporate marketing generally manages the communications and marketing around the company brand. Product teams generally manage the marketing functions around specific products or services. Even within product teams, product marketing and product management are often ...
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