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.

Key words

marketing and packaging relationship

the marketing mix

market research tools

importance of a brand

importance of consistency of communication

6.1 Introduction

The chapter evaluates the importance of a brand, and the various ...

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