Product Management and Marketing Innovation Strategy

Abstract

The digital transformation has changed the corporate reality and main product management principles. The purpose of this paper is to investigate the product management theory in the context of marketing innovation strategy. The new agile framework has shifted the work of product manager from a relatively stable and controllable system to a relatively open and agile environment. First, the paper begins with the discussion of the concept of the marketing mix development and elements that constitute the product, it summarizes the theoretical aspects related to product management. Second, the paper discusses the innovation strategy in the context of banking product management based on customer satisfaction. In this paper, the influence of new trends on product innovation is examined. Finally, it is discussed the theoretical and practical implications of research results.