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Designers and Marketers: Toward a Shared Understanding

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Michael B. Beverland, Professor of Marketing, University of Bath, UK; Francis J. Farrelly, Professor of Marketing, RMIT University, Melbourne, Australia


We all know that designers and marketers are two different species—that’s a given. As Michael Beverland and Francis Farrelly, both professors of marketing, point out in this article, designers tend to think primarily in terms of shaping the world for the




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Innovation, Product Development, Design Organization, Marketing

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