search query: @author Grønhaug, K. / total: 13
reference: 3 / 13
| Author: | Kristensen, T. Grønhaug, K. |
| Title: | Can design improve the performance of marketing management? |
| Journal: | Journal of Marketing Management
2007 : VOL. 23:9-10, p. 815-827 |
| Index terms: | marketing marketing management design management performance measurement |
| Language: | eng |
| Abstract: | It is assumed that marketing management and design perform well when they are integrated. Design is considered complementary and it provides useful tools for marketing management, which can increase the company performance. However, cultural differences, languages and procedures often cause marketing management to fail deliver those benefits. This essay presents a new brand design management model for new product development. It emphasizes the integration of design and brand management thoughout the development process. |
SCIMA