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Can design improve the performance of marketing management?

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Abstract:

Marketing management and design is assumed to be well performing when well integrated. Seen from a marketing management perspective, design is complementary and provides useful tools like visualisation and prototyping as well as empathy with the consumers. Jointly this can increase the performance of the company. Due to different cultures, languages and procedures marketing management often fails to deliver these advantages. The introductory essay provides an overview of methods to afford a better integration between the two and introduces a number of articles providing an overview and up-to-date analysis of the current situation.

Keywords: DESIGN; MARKETING MANAGEMENT; PERFORMANCE

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725707X250331

Publication date: November 1, 2007

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