Managing the Design Innovation-Brand Marketing Interface: Resolving the Tension between Artistic Creation and Commercial Imperatives

The relationship between design and marketing is an uneasy one. Managing this tension is critical for luxury marketers, whose point of differentiation is a combination of design excellence and market execution. This article explores the tensions between marketing and design and the integration of de...

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Bibliographic Details
Published in:The Journal of product innovation management 2005-03, Vol.22 (2), p.193-207
Main Author: Beverland, Michael B.
Format: Article
Language:English
Subjects:
Brand identification
Design
Design specifications
Designers
Marketing
Studies
Wineries & vineyards
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