| Abstract [eng] |
The work highlights lack of tune between design and marketing, not sufficient collaboration among the professionals of these fields. The research aims to prove the necessity of interaction between design and marketing. Interaction of design and marketing is presented as a very relevant design innovation in Lithuania. The work is based on the analysis of master works of art and social sciences students. It covers 11 works, including 5 from the field of social sciences and 6 from art. Three main subjects of the research that have been analysed encompass communication, advertising and brand style. The research results indicated that design innovations should be expressed in a closer interaction between design and marketing. The development of design innovations should open out in the following trends: marketing professionals should involve design professionals into marketing planning strategy and design professional should prepare design projects under the appropriate marketing strategy, prepared jointly by marketing and design professionals. The following levels of implementation of design innovations are possible: design is incorporated into marketing for the final shaping; design is used in the process of production; design partakes in the product creation from the beginning. |
