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Verpackungsdesign und Preiskommunikation

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Weinmarketing

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Zusammenfassung

Die Verpackung besitzt auf dem Weg vom Hersteller über den Händler zum Konsumenten verschiedene Funktionen. In den Einkaufsmärkten von heute kommt ihr im Verkaufsprozess eine bedeutende Rolle zu. Zu Recht wird sie als „The Silent Salesman“ (Lewin, 1981) betitelt. Zur Identifizierung und Differenzierung von Konkurrenzprodukten trägt maßgeblich das Verpackungsdesign bei. Des Weiteren informiert es, neben anderen Produkteigenschaften, über den Preis.

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Author information

Authors and Affiliations

  1. Christian-Albrechts-Universität zu Kiel, Kiel

    Isabel Lupold (M.A.)

Authors
  1. Isabel Lupold
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Editor information

Editors and Affiliations

  1. Hochschule Heilbronn, Heilbronn

    Ruth Fleuchaus

  2. University of Edinburgh, Edinburgh

    René C. G. Arnold

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© 2011 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH

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Lupold, I. (2011). Verpackungsdesign und Preiskommunikation. In: Fleuchaus, R., Arnold, R.C.G. (eds) Weinmarketing. Gabler. https://doi.org/10.1007/978-3-8349-6450-2_10

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