Product marketing gets your product to customers
Product Marketing is essential to creating successful products. Today's market is competitive and fast moving and 'building a better mousetrap' doesn't guarantee customers will know about your product. You need to identify target market segments, understand how to reach them and create a dialogue with them. This is not as simple as producing a few advertisements--which can be very expensive and quite ineffective. Marketing dollars are precious and must be precisely targeted to most effectively and efficiently reach potential customers. The same planning and careful execution goes into planning a product launch as in designing and developing the product.
Product marketing and product management dovetail together in planning, management, and execution. Depending on the size of the company, both are often done by the same person, or team, within the Marketing organization.