||Good design is often more a coincident
than the result of a planning. The reason why there is only
so few real good design in the world is the result of the lack
of understanding between marketing and design.
The task is to understand and respect each other.
Marketing by identity is a theory to find a common language
between design and marketing, a platform for design management.
Revised manuscript of a speech held in Santiago de Chile, Mexico
City and Istanbul in 1994 and 1995.
PDF in English.
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