{"product_id":"loved-9781119703648","title":"Loved","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword by \u003ci\u003eMarty Cagan\u003c\/i\u003e xiii\u003c\/p\u003e \u003cp\u003eIntroduction: My Story 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One: The Foundation: Understanding Product Marketing’s Fundamentals 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1: When David Beats Goliath: Why Product Marketing Matters 9\u003c\/p\u003e \u003cp\u003eChapter 2: The Fundamentals of Product Marketing 16\u003c\/p\u003e \u003cp\u003eChapter 3: Ambassador: Connect Customer and Market Insights 24\u003c\/p\u003e \u003cp\u003eChapter 4: Strategist: Direct Your Product’s Go-to-Market 31\u003c\/p\u003e \u003cp\u003eChapter 5: Storyteller: Shape How the World Thinks About Your Product 39\u003c\/p\u003e \u003cp\u003eChapter 6: Evangelist: Enable Others to Tell the Story 47\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two: How to Do the Role: Who Should Do Product Marketing and How to Do It Well 53\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe People and Partnerships\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 7: Strong Product Marketing: Skills of the Good 55\u003c\/p\u003e \u003cp\u003eChapter 8: How to Partner with Product Management 66\u003c\/p\u003e \u003cp\u003eChapter 9: How to Partner with Marketing 74\u003c\/p\u003e \u003cp\u003eChapter 10: How to Partner with Sales 81\u003c\/p\u003e \u003cp\u003e\u003cb\u003eEssential Processes and Tools\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 11: Discovering and Rediscovering Market Fit 88\u003c\/p\u003e \u003cp\u003eChapter 12: Product Marketing in the Age of Agile 98\u003c\/p\u003e \u003cp\u003eChapter 13: The Metrics That Matter 105\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three: Strategist: Guardrails and Levers: The Tools to Guide Product Go-to-Market Strategy 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 14: When Strategy Guides Product Go-to-Market: Salesforce 113\u003c\/p\u003e \u003cp\u003eChapter 15: What the iPhone Shows Us About Adoption Life Cycles 117\u003c\/p\u003e \u003cp\u003eChapter 16: The Brand Lever: It’s Not What You Think 127\u003c\/p\u003e \u003cp\u003eChapter 17: The Pricing Lever: It’s About Perceived Value 134\u003c\/p\u003e \u003cp\u003eChapter 18: Marketing When It’s Not About Product 141\u003c\/p\u003e \u003cp\u003eChapter 19: The One-Sheet Product Go-to-Market Canvas 149\u003c\/p\u003e \u003cp\u003eChapter 20: Understanding in Action: Real Marketing Plans 159\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Four: Storyteller: Clarity and Authenticity: The Process and Tools to Rethink Messaging 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 21: Discover Your Position 169\u003c\/p\u003e \u003cp\u003eChapter 22: How to Listen and Connect: Expensify and Concur 174\u003c\/p\u003e \u003cp\u003eChapter 23: Understanding in Action: Netflix and Zendesk 181\u003c\/p\u003e \u003cp\u003eChapter 24: The Balancing Act: Right Message, Right Time 192\u003c\/p\u003e \u003cp\u003eChapter 25: The One-Sheet Messaging Canvas 199\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Five: Advanced Product Marketing and Leadership: How to Do and Lead It Better at Any Stage Company 207\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 26: Leading and Transforming Product Marketing 209\u003c\/p\u003e \u003cp\u003eChapter 27: How to Hire Strong Product Marketing Talent 218\u003c\/p\u003e \u003cp\u003eChapter 28: How to Guide a Product Marketing Career 225\u003c\/p\u003e \u003cp\u003eChapter 29: Product Marketing by Stage: Early, Growth, Mature 231\u003c\/p\u003e \u003cp\u003eChapter 30: Mature Company Inflection Points: When to Lean into Product Marketing 238\u003c\/p\u003e \u003cp\u003eConclusion: What You Can Do Right Now 244\u003c\/p\u003e \u003cp\u003eAppendix: Marketing Terms Explained 247\u003c\/p\u003e \u003cp\u003eAcknowledgments 255\u003c\/p\u003e \u003cp\u003eAbout the Author 258\u003c\/p\u003e \u003cp\u003eIndex 261\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866412265815,"sku":"9781119703648","price":23.8,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119703648.jpg?v=1722278517","url":"https:\/\/bookcurl.com\/products\/loved-9781119703648","provider":"Book Curl","version":"1.0","type":"link"}