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Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence

Publication Details

Published in the Irish Marketing Review, Vol. 11, no.1, 1998, pp.69-77.


Good design is a cornerstone of marketing. Design is an important variable in every aspect of marketing activities- products, processes, packaging and communications. Yet this topic attracts little attention in the marketing literature and there is, one suspects, very little cross-fertilisation between marketing and design disciplines. This paper puts design on the agenda for both marketing academics and practitioners as well as providing a review of what is embraced within the broad subject of design. Some observations on the history and role of design in an Irish context are offered also.


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