Design Drivers : A Blueprint for Marketing and Innovation

The text is aimed primarily at academics, but will have practitioner appeal, and will be made up of a combination of theory and case studies, providing a global approach. The structure of the book is split into the following 3 parts: 1)framework2)cases3)comparison and outcome of the cases and recommendations for business and research Increasingly, design is strategically employed by marketing to gain a competitive advantage, for example by differentiating products from those of competitors, identifying new markets or incorporating new technology to provide an enhanced offering. By understanding the role of design in a business, the authors show how best to utilise this expertise to help form an effective strategy to sustain competitiveness. Evidence of effective marketing approaches to illustrate how "a design perspective" can be a strategic marketing resource for companies are demonstrated through the cases. The cases are from a wide spectrum of companies, spanning retail,manufacturing and service and include international firms. Increasingly design is outsourced and often marketing professionals are the onesBruce, Margaret is the author of 'Design Drivers : A Blueprint for Marketing and Innovation', published 2004 under ISBN 9780750661270 and ISBN 0750661275.