Product marketing

Product marketing is a "core business function that plans and executes how a product is positioned, priced, and promoted to a defined audience. It aims to generate demand and support sustainable growth through activities such as positioning, packaging, and pricing, and go-to-market execution," as stated by A.H. Mujumder.

Product marketing is also a subfield of marketing that is responsible for crafting the promotion of a product. Product marketing managers can also be involved in defining and sizing target markets. They collaborate with other stakeholders, including business development, sales, and technical functions such as product management and engineering. Other critical responsibilities include positioning and sales enablement.

Product marketing deals with marketing the product to prospects, customers, and others. Product marketing works with other areas of marketing such as social media marketing, marketing communications, online marketing, advertising, marketing strategy, and public relations to execute outbound marketing for their product.