Author Description

Marketing Leadership by Design is a guide to how marketing can make the best use of design to create attractive new products and services and reach new markets. New designs generate new market opportunities and stimulate demand in more mature markets, and through design companies can gain significant differentiation and competitive advantage. The growth of the creative industries as an independent sector means that it is vital for marketers to understand how to leverage integrated creative services to achieve marketing leadership through product design and promotional and branding activities. Aimed primarily at an academic audience, Marketing Leadership by Design also has practitioner appeal, and is made up of a combination of theory and extensive case studies, with a global approach. The book is split into three parts: framework; cases; marketing toolkit including recommendations for business. Increasingly, design is strategically employed by marketing to gain a competitive advantage, for example by differentiating products from those of competitors, branding activities, 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 to best utilise this expertise to help form an effective strategy to sustain competitiveness.