Marketing Meets Design

Lily Just and Rommel Salvador, 2003 [03-102]

View/Order Item >>
Comments from members >>

On January 16-17, 2003, some 70 participants gathered in New Orleans for a conference on “Marketing Meets Design.” Co-sponsored by MSI and The Yaffe Center at the University of Michigan, the conference explored the complex relationship between marketing and design, two functions critical to the success of new product development. The conference, which included case studies, advice on practice, and new thinking on the design-marketing interface, drew marketing and design practitioners as well as researchers from industry and academia.

Brand Building Through Innovative Product
Sam Farber, OXO International
Designing Desire
Philip Thompson, Whirlpool Corporation
Aligning Industrial Design and Market Strategy for Technology-based Products
Karl Ulrich, University of Pennsylvania, and Jeff Smith, Lunar Design, Inc.
The Architecture of Marketing
Peter Lawrence, Corporate Design Foundation
Organizing for Design Success Panel: Introduction
Moderator: Jeff Hartley, General Motors Corporation
Organizing for Design Success Panel: Marketing and Design—A Look at the Fuzzy Overlap
Earl Powell, Design Management Institute
Organizing for Design Success Panel: The Procter & Gamble Experience
Claudia Kotchka, The Procter & Gamble Company
Organizing for Design Success Panel: Planning for the Unplanned Innovation—“Aha” Encounters
Christian Landry, Hewlett-Packard Corporation
W Hotels—Lifestyle with Substance and Service
Robert Koren and Lisa Zandee, W Hotels
Marketing Research versus Design Research
Mark Capper, Herbst LaZar Bell, Inc.
Long-term versus Short-term Design Strategies
Del Coates, San Jose University
“I Can’t Live Without It!” Research Insights to Create “Sticky” Products
Jeffrey Durgee, Rensselaer Polytechnic Institute