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How to get the most out of this book 6

Introduction 8

1 Design in context 10

Design and business cultures 12

Finance, technology and law 14

Society, politics and environment 16

Market demands and user needs 18

Design audits, briefs and proposals 20

People 26

Projects 30

Products and services 34

2 Design overview 38

The power of design 40

Design and society 42

Design projects 44

The design process 46

Design skills 48

Design planning 50

Project management 52

Design success 54

Case study 56

Legible London: a new way of walking in the UK's capital city 56

Contextual perspectives 62

Sorena Veerman 62

Wen-Long Chen 64

Dr Miles Park 66

3 Management overview 68

Economics 70

Business and enterprise 74

The management process 78

Business and enterprise planning 82

Management practice 86

Business administration 90

Business success 92

Case study 94

MAS Holdings: enterprising ethical retailing 94

Contextual perspectives 100

Ruedi Alexander Müller-Beyeler 100

Joshua L.Cohen 102

Kevin McCullagh 104

4 Accounting and finance 106

The financial organisation 108

Financial accounting 110

Financial reporting 112

Management accounting 114

Measuring performance 120

Measuring value in design 122

Case study 126

Phelophepa Healthcare Train: delivering value 126

Contextual perspectives 130

Philip Goad 130

Thomas Lockwood 132

Krzyzst of Bielski 134

5 Marketing and brand communication 136

Users, customers and markets 138

Understanding production and consumption 140

Marketing 144

Marketing communications 148

Branding 150

Brand communications 152

Vision, values and brands 154

Case study 156

Zipcar: the vision driving the world's largest car sharing club 156

Contextual perspectives Robert Malcolm 160

Naoko Iida 162

Audrey Arbeeny 164

6 Design and innovation 166

Design, management and innovation 168

Design-driven innovation 170

Brand-driven innovation 172

Design management for corporations 174

Design management for small to medium enterprises 180

Case study 182

Philips Design: design for a sustainable society 182

Contextual perspectives Matt Barthelemy 188

Sonja Dahl 190

Simon May 192

Conclusion 194

Glossary 195

Bibliography and resources 196

Picture credits 198

Acknowledgements 199

Working with ethics 201