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Packaging Technology by Henry Emblem, Anne Emblem

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6

Packaging and marketing

N. Farmer,     Neil Farmer Associates, UK

Abstract:

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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