Traditionally, packaging has been the responsibility of specialist designers and suppliers, while ensuring cost-effective packaging has been left to production, purchasing and packaging engineering departments. However the importance of brand values in packaging is now recognised: with the dominance of self-service outlets the pack is the silent salesman and its effective use is vital to a successful marketing strategy. For anyone working on an existing or new product or venturing into new markets, Packaging as an effective marketing tool covers in detail every aspect of the subject, including increasing sales, premium products, added value and consumer convenience, brand values, new product development, packaging methods and much more.
This highly practical book is illustrated throughout with useful charts, diagrams and tables and will provide effective guidance for marketeers, promotions staff, advertisers and students of marketing and design