Marketing by Design : Creating the Competitive Image: Merchandising in the 90s

In this book, D.K. Holland creates a compendium of some of the most interesting recent marketing successes in America. The thesis is that each and every product requires a strategy for success. All the components that surround the product packaging, store environment, catalog and advertising contribute to (or detract from) the product's success. In an effort to provide retailers with the marketing point of view, design has become a major tool for manufacturers.

Yet the world of graphic design-product, packaging, promotion, industrial, exhibition and store design included-is a mystery to many including the practitioners themselves. Marketing By Design de-mystifies and simplifies the process that designers, manufacturers and retailers use to arrive at successful marketing solutions through visual images, provided by the creators themselves.

This is a first. No other book explores the depth and breadth of 200-plus consumer-related design projects.

D.K. Holland is a senior art director, design strategist and writer. She is in partnership with Seymour Chwast in the internationally known design firm, The Pushpin Group, of Manhattan, and an editor for Communication Arts magazine. She is also the author of Great Package Design, Design in Depth, Volumes One and Two and co-organizer of Signs and Spaces, Graphic Design: New York, Volumes One and Two, Graphic Design: America, all by Rockport/Allworth Editions.

Sherwin Harris is a graphic designer/art director and principal of Sherwin Harris Design, in Manhattan. His work includes marketing and design for fashion and entertainment clients, as well as teaching at Parsons School of Design.