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Uses strategy and tactics to develop and market products. Strategy is required to plan for the future by evaluating competition and positioning a product. Tactics are needed for creating effective promotional campaigns, tracking sales and finding out what customers want. Product managers strongly influence business success as they manage and strengthen product brands. Product managers might work in a business-to-business setting to effectively develop a small group of customers. Work may also be in a business-to-consumer environment where managers work to develop and manage certain brands. Managers may work with food and restaurants, high tech companies or consumer electronics.