The interplay of marketing and design

Henseler, Jörg; Guerreiro, Manuela; de Matos, Nelson

http://hdl.handle.net/10362/118948

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Autores

Henseler, Jörg

Guerreiro, Manuela

de Matos, Nelson

Resumo(s)

This paper provides insights into the interdisciplinary intersections between marketing and design. It explores the various design intersections in the marketing fields. The collaboration between marketing and design is restricted by the paradigm boundaries, but not by the industry, researchers, and research projects. Challenges for both disciplines' future are explored, highlighting the need for a paradigm shift in marketing.

Descrição

Henseler, J., Guerreiro, M., & de Matos, N. (2021). The interplay of marketing and design. Review of Managerial Science, 15(5), 1129–1137. https://doi.org/10.1007/s11846-021-00470-z ---%ABS2%

Palavras-chave

Design Empirical research Marketing Theoretical framework General Business,Management and Accounting

URI

http://hdl.handle.net/10362/118948

DOI

10.1007/s11846-021-00470-z

Coleções

NIMS: MagIC - Artigos em revista internacional com arbitragem científica (Peer-Review articles in international journals)

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