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  4. What is it that Design Thinking and Marketing Management can learn from each other?
 
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What is it that Design Thinking and Marketing Management can learn from each other?

ISBN
978-3-319-26098-3
Type
book section
Date Issued
2016
Author(s)
Reinecke, Sven
Editor(s)
Brenner, Walter
Uebernickel, Falk
DOI
10.1007/978-3-319-26100-3
Abstract
Marketing and Design Thinking are rarely associated with each other because they stem from very different fields of science and application sources: thus, different paradigms. In this paper, fundamental similarities between the two approaches are discussed and it is shown systematically how the two points of view can benefit from each other. Design Thinking can effectively help accelerate learning processes in marketing—and marketing science can help ensure that in Design Thinking one does not neglect fundamental knowledge from the social sciences.
Language
English
HSG Classification
contribution to practical use / society
Book title
Design Thinking for Innovation: Research and Practice
Publisher
Springer International Publishing Switzerland
Publisher place
Cham
Start page
151
End page
161
Pages
10
URL
https://www.alexandria.unisg.ch/handle/20.500.14171/105406
Subject(s)
  • economics

Division(s)
  • IMC – Institute for M...

  • EMBA - Executive MBA

Eprints ID
248129
File(s)
Design+Thinking+for+Innovation_Artikel Reinecke.pdf (709.02 KB)
Scopus© citations
0
Acquisition Date
May 28, 2023
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