Packaging and marketing
N. Farmer, Neil Farmer Associates, UK
This chapter examines the relationship between packaging and marketing. It defines marketing and marketing responsibility and examines the role of marketing in production-led, sales-led and marketing-led companies. It explains the main marketing responsibilities including identifying the need for a product, knowing the market, determining price, determining strategy for the distribution of a product and determining brand values.
marketing and packaging relationship
the marketing mix
market research tools
importance of a brand
importance of consistency of communication
The chapter evaluates the importance of a brand, and the various ...