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Design Management Journal, Vol. 5, No. 3, Summer 1994


Towards the Design Era: The Evolution of the Designer as Functional Interface with Marketing and Engineering

By Seth R. Ellis, Assistant Professor of Marketing, Univ. of San Diego School of Bus. Admin.

Seth Ellis believes that designers will increasingly be called upon to act as integrators, beginning with the earliest stages of the product-development process. Contrasting this scenario with the "engineering era" of the 1970s and the "marketing era" of the 1980s, he explains that designers--with modest training in engineering and marketing--have the unique ability to create "visions" for future products that combine technical and manufacturing input with "softer" information on customer needs and priorities.

Keywords: Design Management Strategies, Interdisciplinary Product Development, Industrial Design, Interdisciplinary Prod. Develop., Marketing

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This document was last updated January 7, 1997.

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