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Designers and Marketers: Toward a Shared Understanding
Author(s) -
Beverland Michael B.,
Farrelly Francis J.
Publication year - 2011
Publication title -
design management review
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1557-0614
DOI - 10.1111/j.1948-7169.2011.00141.x
Subject(s) - product (mathematics) , new product development , business , marketing , process management , knowledge management , computer science , advertising , engineering , mathematics , geometry
Designers and marketers tend to take different approaches to new product development. These authors suggest that both approaches are valid, and that a better understanding between them should make for better and more innovative products.