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Designers and Marketers: Toward a Shared Understanding

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AUTHOR(S):

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

 

PUBLISHED: 2011

 

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Innovation, Product Development, Design Organization, Marketing

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