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 ...