All designers will feel that creativity and innovation are at the heart of their designs. But for a design to have an effective and lasting impact it needs to work within certain structures, or have those structures created suitably around it. No matter how you work, a design can always be improved by assessing where it fits into the market, how it best to strengthen it before it's set in stone, who it could appeal to. It needs to be managed.In this accessible and informative second edition, Kathryn Best brings together the theory and practice of design management. With new interviews, case studies and related exercises, she provides an up to date guide for students wanting to know more about the strategy, process and implementation crucial to the management of design.The book takes its reader through the essential steps to good management of design and highlights topics currently under debate. In each part of the book Strategy, Process and Implementation are each explained using advice from leaders in the industry and real life examples. Best breaks up each part into clear and readable sections to create the perfect undergraduate book on design management.

IntroductionContextWhat is Design Management? Why is Design Management Important? The Design Management Timeline.PART ONE - MANAGING THE DESIGN STRATEGYKnowledgeIdentifying Opportunities for Design; Understanding the Audience and Market; Interpreting Client and Customer Needs; Auditing the Use of Design; Establishing the Design Strategy; Promoting and Selling the Design Strategy; Planning for Long-term GrowthPracticeCase Study - The Argus3 Thermal Imaging Camera; Case Study - Camper; Interview - Dr Chris Luebkeman; Interview - Darryl Feldman.Key SkillsManaging Client Relations; Guiding Design Decisions; Developing Good Working Relationships; Verbal Communication.PART TWO - MANAGING THE DESIGN PROCESSKnowledgeGiving Form to Business Strategy; Increasing Awareness with Design; Expressing the Brand through Design; Initiating Design Projects; Design Methods; Design Processes; Competitive Advantage Through Design.PracticeCase Study - Kajima Design Europe; Case Study - The Honda Zoomer; Interview - Mat Hunter; Interview - Brian Smith.Key SkillsManaging Creative Teams; Facilitating the Design Process; Developing Collaborative Cultures; Visual Communication.PART THREE - MANAGING THE DESIGN IMPLEMENTATIONKnowledgeThe Project Management Process; Project Management in Practice; Social and Environmental Responsibilities; Design Policies, Procedures and Guidelines; Translating Global Design into Local Design; Measuring the Success of Design; Reviewing and Revising the Design Strategy.PracticeCase Study - FooGo/The Formation; Case Study - The Silken Group; Interview - Colum Lowe; Interview - Lynne Elvins.Key SkillsManagement and Leadership; Leading and Advocating Design; Written Communication.Appendix18 Views on Design Management; Further ResourcesGlossaryIndex