Marketing and design are interconnected. Innovative design opens up new markets and clever design rekindles interest in a mature market. Well-designed products communicate quality and value to the consumer. Logotypes, leaflets, packaging and signage provide visual cues to reinforce the values of the company to the customer. Advertising and promotional activity makes consumers aware of new products and gives a message to the consumer about the product and/or service available. However, little is known about design management processes and activities from a marketing perspective. The paper addresses this issue primarily through the use of detailed cases.
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Bruce et al. (2007) studied this question.