Abstract
The issues to be addressed in Chapter 14 include:
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1
The role of packaging as a strategic element in the marketing mix.
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2
The factors to be considered in developing a package.
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Notes and References
Packaging Management (London: Gower Press, 1972).
Albert Wesley Frey (ed.), Marketing Handbook (New York: Ronald Press, 1965) 2nd edn.
The material in this section draws heavily on Mike Allen, ‘Designs for Top Security’, Marketing (9 December 1982).
Briston and Neill, Packaging Management, see n. 1 above.
Michael J. Baker, Market Development (Harmondsworth: Penguin, 1983).
‘Opting for an Outside Job’, Marketing (9 December 1982).
Briston and Neill, Packaging Management, see n. 1 above.
Frey (ed.), Marketing Handbook, see n. 2 above.
‘Shedding Light on Design’, Marketing (5 August 1982).
‘Images to Catch the eye’, Marketing (5 August 1982).
Leader Article, ‘How Consumers Judge a Product by its Package’, Marketing (17 February 1982).
‘The Cost of Boxing Clever’, Marketing (17 February 1982).
Copyright information
© 1992 Michael J. Baker
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Baker, M.J. (1992). Packaging. In: Marketing Strategy and Management. Palgrave, London. https://doi.org/10.1007/978-1-349-22167-7_14
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DOI: https://doi.org/10.1007/978-1-349-22167-7_14
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