ABOUT THE MARKETING - DESIGN RELATIONSHIP

Gheorghe Ionescu and Claudiu Emil Ionescu
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Gheorghe Ionescu: Faculty of Economics, West University of Timisoara, Romania
Claudiu Emil Ionescu: Faculty of Arts, West University of Timisoara, Romania

JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, 2005

Abstract: In our paper, design is considered briefly in different contexts – product and manufacture, service and retail – and for different purposes: product design and corporate communications. Links with marketing are made, essentially by examining how design affects elements of the marketing mix. Finally, evidence is presented to support the argument that design makes a positive contribution to business performance. In other words, design investment affects the bottom line, but only if design is integrated into the business process and managed well. Our paper concludes with a general model of design management. This model is not intended to be prescriptive but to provide a checklist of the range of activities and information that is required to manage design effectively.

Keywords: MARKETING; DESIGN; RELATIONSHIP (search for similar items in EconPapers)
JEL-codes: M39 (search for similar items in EconPapers)
Date: 2005
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http://tbs.ubbcluj.ro/RePEc/bbn/journl/2005_1_6_Ionescu.pdf Revised version, 2005 (application/pdf)

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