Design Management: Using Design to Build Brand Value and Corporate Innovation

Design Management: Using Design to Build Brand Value and Corporate Innovation

by Brigitte Borja de Mozota


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Written by a leading authority in the fields of marketing and design, here is first book ever to bring together the theory and practice of design management. In eleven comprehensive chapters, Design Management offers time-tested tools for choosing the right design agency . . . integrating design in the organization . . . creating value and contributing to company performance . . . contributing to brand value and corporate vision . . . and implementing design projects. What’s more, dozens of case studies, real-life examples, and leadership profiles illustrate essential theories from design, management, and marketing. An indispensable reference for every design and marketing professional.• Copublished with the prestigious Design Management Institute in Boston • Features case studies from leaders in design and marketing management

Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.

Product Details

ISBN-13: 9781581152838
Publisher: Allworth
Publication date: 08/01/2003
Pages: 288
Product dimensions: 6.00(w) x 9.00(h) x 0.60(d)

About the Author

Brigitte Borja de Mozota founded the first Ph.D. program in design management and wrote the first book on the subject in France. A professor of marketing, innovation, and strategy at the Université Paris X-Nanterre, she lives in Paris.

Table of Contents

Part IThe Fundamentals of Design Management
Chapter 1The Field of Design2
Chapter 2The History of Design: Portraits of Entrepreneurs21
Chapter 3Design and Business Performance40
Chapter 4Design Management67
Part IIThe Value of Design
Chapter 5Design and Marketing: Differentiation Through Design81
Chapter 6Design and Innovation: Coordination Through Design114
Chapter 7Design and Strategy: Transformation Through Design142
Part IIIDesign Management in Practice
Chapter 8The Design Firm167
Chapter 9Operational Design Management186
Chapter 10Functional Design Management: Managing the Design Department214
Chapter 11Strategic Design Management238

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