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Produktmanagement - Innovation - Digitalisierung: Moderne Produktplanung, Entwicklung Und Vermarktung
Paperback
Series: de Gruyter Studium
ManagementTechnology & EngineeringProgramming
Publisher Price: $91.99
ISBN13: 9783111557496
Publisher: de Gruyter Oldenbourg
Published: May 18 2026
Pages: 734
Weight: 2.54
Height: 1.47 Width: 6.69 Depth: 9.61
Language: German
Produktmanagement ist ein Managementkonzept, das markt- und innovationsorientiert entlang des Produktlebenszyklus den wirtschaftlichen Erfolgt eines Produkts oder einer Dienstleistung sicherstellen soll. In diesem Buch wird zunächst das Produktmanagement-Konzept erläutert und aufgezeigt, wie eine Implementierung in der Praxis erfolgen kann. Basierend auf der Geschäfts- und Innovationsstrategie wird ein sechsstufiger Produktinnovationsprozess skizziert. Dieser ergänzt die klassische Entwicklung um agile Methoden sowie Elemente aus dem Marketing, dem Innovationsmanagement und dem Design. Im Mittelpunkt dabei steht die Konzeptentwicklung mit Anforderungsermittlung, Positionierung und Produktstrategie. Unter digitales Produktmanagement wird schlie lich aufgezeigt, wie Produkte und Dienstleistungen weiter digitalisiert werden können. Daneben wird ausgeführt, wie der Produktinnovationsprozess durch den Einsatz digitaler Technologien und Methoden, inklusive Anwendungen der künstlichen Intelligenz, schneller, flexibler und innovativer gestaltet werden kann.
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