{"product_id":"110462","title":"Loved ","description":"\u003ccenter\u003e\u003cdiv style=\"text-align:center\"\u003e\u003cimg src=\"https:\/\/tmgdisk01.cafe24.com\/images\/vs\/4172\/sv\/3jYEEONI1lHMXfR4FrhVyhIO128z7W.png?v=1765103135\" style=\"max-width:100%;max-height:10px\"\u003e\u003c\/div\u003e\u003c\/center\u003e\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\u003ccenter\u003e\n\n\u003cdiv style=\"width:95%\"\u003e\n\n\u003cdiv style=\"text-align:center;font-size:30px;font-weight:bolder;line-height:1.6em\"\u003e Loved \u003c\/div\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003cdiv style=\"border-bottom:1px;border-bottom-style:dotted;border-color:;padding-bottom:20px\"\u003e\u003ccenter\u003e\u003ctable align=\"center\" width=\"100%\"\u003e\u003ctbody style=\"border:0px\"\u003e\n\n\u003ctr\u003e\u003ctd align=\"center\" style=\"line-height:1.2em;text-align:center;font-size:18px;color:black;font-weight:bold;padding-bottom:20px;\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\n\n\u003ctr\u003e\u003ctd style=\"text-align:center\"\u003e\u003cimg src=\"https:\/\/image.yes24.com\/goods\/120227845\/XL\" style=\"max-width:100%;height:auto\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\n\n\n\u003c\/tbody\u003e\u003c\/table\u003e\u003c\/center\u003e\u003c\/div\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003cdiv style=\"width:95%;{split_style6}padding-top:20px;padding-bottom:20px\"\u003e\n\n\u003cdiv style=\"text-align:left;font-size:16px;font-weight:bold;padding-bottom:20px\"\u003e Description \u003c\/div\u003e\n\n\u003cdiv style=\"text-align:left;word-break:break-all;font-size:14px;line-height:1.6em;\"\u003e\n\n\u003cdiv\u003e\u003ch5\u003e \u003cb\u003eBook Introduction\u003c\/b\u003e\n\u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\u003cdiv\u003e \u003cb\u003eMarketing for global companies that turn customers into fans\u003c\/b\u003e\u003cbr\u003e \u003cbr\u003eHow do leading IT companies like Apple, Microsoft, Netflix, Dropbox, and Salesforce market their products? The best products aren't always recognized in the market.\u003cbr\u003e No matter how excellent your product is, if your competitor has a strong product marketing strategy, you can lose the initiative.\u003cbr\u003e Leveraging the marketing techniques of Silicon Valley Product Groups can help you develop strategies for customer segmentation, product positioning, collaboration with other teams, and even bringing your product to market.\u003cbr\u003e Furthermore, effective product marketing gets customers thinking about the product and the company, and encourages them to spread the word about the product themselves.\u003cbr\u003e Learn product marketing techniques that will make your customers fall in love.\u003cbr\u003e\n\u003c\/div\u003e\u003c\/div\u003e\n\u003cdiv\u003e\u003cul\u003e\u003cli\u003e You can preview some of the book's contents.\u003cbr\u003e \u003cspan\u003ePreview\u003c\/span\u003e\n\n\u003c\/li\u003e\u003c\/ul\u003e\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cbr\u003e\u003cdiv\u003e\u003ch5\u003e \u003cb\u003eindex\u003c\/b\u003e\n\u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e Translator's Preface vii\u003cbr\u003e Beta Reader Review ix\u003cbr\u003e Preface (Marty Kagan) xii\u003cbr\u003e Acknowledgments xvi \u003cbr\u003eEnter xix\u003cbr\u003e\u003cbr\u003e \u003cb\u003ePART I: THE KEY ROLE OF PRODUCT MARKETING\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e CHAPTER 01 The Moment David Defeated Goliath: Why Product Marketing Matters\u003cbr\u003e CHAPTER 02: The Basics of Product Marketing 14\u003cbr\u003e CHAPTER 03 Spokesperson: Connecting Customer and Market Insights 24\u003cbr\u003e CHAPTER 04 Strategist: Leading the Product's Market Entry Strategy 33\u003cbr\u003e CHAPTER 05 Storyteller: Designing How Customers Perceive Your Product 43\u003cbr\u003e CHAPTER 06 Evangelists: Let Others Talk About Your Product 53\u003cbr\u003e\u003cbr\u003e \u003cb\u003ePART II Fulfilling Your Role as a Product Marketer\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e CHAPTER 07: The Skills of an Excellent Product Marketer 64\u003cbr\u003e CHAPTER 08 Collaborating with Product Managers 78\u003cbr\u003e CHAPTER 09 Collaborating with Other Marketers 87\u003cbr\u003e CHAPTER 10 WORKING WITH SALES REPRESENTATIVES 94\u003cbr\u003e CHAPTER 11: Discovery and Rediscovery of Market Fit 103\u003cbr\u003e CHAPTER 12: Product Marketing in the Agile Era 115\u003cbr\u003e CHAPTER 13: Which Metrics Are Meaningful? 124\u003cbr\u003e\u003cbr\u003e \u003cb\u003ePART III Guardrails of Market Entry Strategy\u003cbr\u003e\u003c\/b\u003e \u003cbr\u003eCHAPTER 14: When Product Market Entry and Strategy Meet: Salesforce 134\u003cbr\u003e CHAPTER 15: The iPhone Shows the Technology Adoption Cycle 139\u003cbr\u003e CHAPTER 16 BRANDING: IT'S NOT WHAT YOU THINK 149\u003cbr\u003e CHAPTER 17 PRICE: IT ALL DEPENDS ON EASE OF PAYMENT 157\u003cbr\u003e CHAPTER 18 Marketing Beyond the Product 166\u003cbr\u003e CHAPTER 19: A Single-Page Product Market Entry Canvas 174\u003cbr\u003e CHAPTER 20 Putting It into Action: Your Marketing Plan in Action 186\u003cbr\u003e\u003cbr\u003e \u003cb\u003ePART IV: A Process for Rethinking Your Messaging with Clarity and Authenticity\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e CHAPTER 21 Finding Positioning 198\u003cbr\u003e CHAPTER 22 Listening and Empathy: The Case of Expansify and Conquer 204\u003cbr\u003e CHAPTER 23 Understanding Practice: The Case of Netflix and Zendesk 213\u003cbr\u003e CHAPTER 24 Striking the Balance: The Right Message at the Right Time 225\u003cbr\u003e CHAPTER 25: A Single-Page Messaging Canvas 234\u003cbr\u003e\u003cbr\u003e \u003cb\u003ePART V ADVANCED PRODUCT MARKETING AND LEADERSHIP\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e CHAPTER 26 Leading Product Marketing and Innovation 246 \u003cbr\u003eCHAPTER 27: How to Hire Great Product Marketers 258\u003cbr\u003e CHAPTER 28 Product Marketing Career Coaching 267\u003cbr\u003e CHAPTER 29: STAGE-BY-STAGE PRODUCT MARKETING: EARLY, GROWTH, AND MATURITY 274\u003cbr\u003e CHAPTER 30: Self-Assessment for Long-Term Businesses: When to Rely on Product Marketing? 283\u003cbr\u003e\u003cbr\u003e Going Out: Immediately Applicable Guidelines 290\u003cbr\u003e Appendix: Glossary of Marketing Terms 294\u003cbr\u003e Search 306\u003c\/div\u003e\n\u003cdiv\u003e\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cbr\u003e\u003cdiv\u003e\u003ch5\u003e \u003cb\u003eDetailed image\u003c\/b\u003e \u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\u003cdiv\u003e\u003cimg src=\"https:\/\/image.yes24.com\/momo\/TopCate4242\/MidCate002\/424112610.jpg\" border=\"0\" alt=\"Detailed Image 1\"\u003e\u003c\/div\u003e\u003c\/div\u003e\n\u003cbr\u003e\u003cdiv\u003e\u003ch5\u003e \u003cb\u003eInto the book\u003c\/b\u003e\n\u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e When Blue came into my office, I could tell something bad was about to happen.\u003cbr\u003e The last time the Microsoft Word business manager came to my office, he just stopped by to see what kind of person I was.\u003cbr\u003e He stated the purpose of his visit without hesitation: “I just received an email from Bill Gates.\u003cbr\u003e He said, 'Fix Word for Mac, it's dragging down Microsoft's stock.' \u003cbr\u003eSo I came to ask you what on earth we are doing.”\u003cbr\u003e --- p.xix\u003cbr\u003e\u003cbr\u003e Reeditrator rebranded as Pocket, swept all the major app awards, and integrated with hundreds of apps.\u003cbr\u003e He secured numerous investment opportunities and broke all the records that could be commonly called the standards of success.\u003cbr\u003e When Mozilla, the maker of the Firefox browser, acquired Pocket, it had 20 million users. How did Winer and his small team succeed against the Goliaths of Arment and Instapaper?\u003cbr\u003e --- p.5\u003cbr\u003e\u003cbr\u003e Regardless of whether he got the product right or not, Jack learned the hard way that he should have started marketing his product before, or at the same time as, sales.\u003cbr\u003e He could have diagnosed and improved product-market fit more quickly, which would have naturally led to better sales performance. \u003cbr\u003eHe was just obsessed with the idea that you need a sales team to sell stuff.\u003cbr\u003e He learned, albeit belatedly, that marketing was a necessary tool if he wanted to sell his products.\u003cbr\u003e\u003cbr\u003e --- p.67\u003cbr\u003e\u003cbr\u003e I believe that most IT companies' branding is primarily determined by product experience.\u003cbr\u003e But from a customer perspective, branding encompasses everything from product support to sales processes and pricing.\u003cbr\u003e This is an extension of your website, social media, or advertising, which are obvious brand expressions.\u003cbr\u003e\u003cbr\u003e --- p.151\u003cbr\u003e\u003cbr\u003e Positioning and messaging are more effective when they are part of a bigger picture.\u003cbr\u003e Because it gives people a reason to believe.\u003cbr\u003e And the story remains more vivid in the memory.\u003cbr\u003e You can try to position your product by making your message feel like useful information.\u003cbr\u003e When you approach it this way, customers feel more educated than sold.\u003cbr\u003e\u003cbr\u003e --- p.200\u003cbr\u003e \u003cbr\u003eWhen she worked as head of product marketing for Photoshop at Adobe, product managers would plan features and hand those plans off to the product marketing team to work on messaging and drive sales.\u003cbr\u003e Mala made it a point to attend every meeting to deeply understand and not miss any marketing opportunities.\u003cbr\u003e How do you expand your business? Are there any pricing issues? What is your product's go-to-market strategy? She demonstrated firsthand what strategic product marketing looks like and began to shift the organization's perception.\u003cbr\u003e\n\n\u003c\/div\u003e\n\u003cdiv\u003e --- p.247\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv\u003e\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cbr\u003e\u003cdiv\u003e\u003ch5\u003e \u003cb\u003ePublisher's Review\u003c\/b\u003e\n\u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e \u003cb\u003eA product loved by customers is completed through marketing.\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e Among the countless IT products being released, there are some that are consistently loved by customers. \u003cbr\u003eThe company is not that big, and it doesn't have any great features compared to similar services.\u003cbr\u003e But how did they outperform their competitors in the market and become the product of choice for customers?\u003cbr\u003e\u003cbr\u003e Martina Rauchenko, a marketing partner at Silicon Valley Product Group (SVPG), wrote this book, emphasizing the importance of product marketing by analyzing numerous field experiences and various corporate cases.\u003cbr\u003e The author introduces product marketing, focusing on four core roles: spokesperson, strategist, storyteller, and evangelist.\u003cbr\u003e We provide strategies to bring your product to market, shape how the world sees it, and inspire customers to take action and tell their stories.\u003cbr\u003e It also explains how marketers can collaborate with other departments, such as product development and sales teams, to create synergy. \u003cbr\u003eIt's fun to understand how various IT companies, whose names alone are recognizable, are utilizing product marketing, using case studies.\u003cbr\u003e\u003cbr\u003e In order to be recognized by customers in the market and become a so-called best-selling product, the product must fundamentally be good.\u003cbr\u003e However, a good product does not necessarily mean that it will be recognized and succeed in the market.\u003cbr\u003e Especially as technology becomes more standardized and most businesses offer similar services, it becomes increasingly important to stand out to your customers.\u003cbr\u003e If you're a product marketer, this book is a must-read for you, packed with tips on how to not only win customers over with a well-made product, but also turn them into fans and, ultimately, into a steadfast supporter.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e \u003cb\u003eKey Contents\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e -The importance of product marketing for product success in the market.\u003cbr\u003e -Key technologies for successful product marketing \u003cbr\u003e-The four fundamentals of product marketing and how to apply them.\u003cbr\u003e How to Hire and Lead Your Marketing Team\u003cbr\u003e How Marketing Managers Can Collaborate Effectively with Other Teams\u003cbr\u003e -A framework and special tools for product marketing. \u003c\/div\u003e\n\u003cdiv\u003e\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\n\n\u003c\/div\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003cdiv style=\"width:95%;padding-top:20px;padding-bottom:20px\"\u003e\n\n\u003cdiv style=\"text-align:left;font-size:16px;font-weight:bold;padding-bottom:20px\"\u003e GOODS SPECIFICS \u003c\/div\u003e\n\n\u003cdiv style=\"text-align:left;font-size:14px;line-height:1.6em;\"\u003e\n\n\u003cdiv style=\"width:100%;margin-bottom:5px;line-height:1.6em;font-size:14px\"\u003e - \u003cstrong\u003eDate of issue:\u003c\/strong\u003e July 24, 2023\u003c\/div\u003e\n\n\u003cdiv style=\"width:100%;margin-bottom:5px;line-height:1.6em;font-size:14px\"\u003e - \u003cstrong\u003ePage count, weight, size:\u003c\/strong\u003e 336 pages | 466g | 152*215*16mm\u003c\/div\u003e\n\n\u003cdiv style=\"width:100%;margin-bottom:5px;line-height:1.6em;font-size:14px\"\u003e - \u003cstrong\u003eISBN13:\u003c\/strong\u003e 9791192987309 \u003c\/div\u003e\n\n\n\u003c\/div\u003e\n\n\n\u003c\/div\u003e\n\n\n\u003c\/div\u003e\n\n\u003ccenter\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003cspan\u003e\u003c\/span\u003e\n\n\u003c\/center\u003e\n\n\n\u003c\/center\u003e","brand":"LIBRAIRIE COREENNE","offers":[{"title":"Default Title","offer_id":43893807284266,"sku":"110462","price":31.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0683\/2750\/5962\/files\/9273fb886d619db36d802b8b2a4b74dc.jpg?v=1765417929","url":"https:\/\/librairie.coreenne.fr\/en\/products\/110462","provider":"LIBRAIRIE COREENNE","version":"1.0","type":"link"}