Authors: Tore Kristensen & Kjell Grønhaug
This paper makes a case for the use of design in business-to-business marketing. Although designmost clearly is a competitive asset in consumer marketing, the vertical connections force upstreamuse of design. This development coincides and complements corporate and product branding, wheredesign is seen as a way to verify and sustain the claims given in branding. Finally, the paper containssome steps towards the use of design in business to business.
Journal: ( – )
Web Address:
Publish Year: 2001
Conference: Oslo, Norway (2001)