Nalazite se na CroRIS probnoj okolini. Ovdje evidentirani podaci neće biti pohranjeni u Informacijskom sustavu znanosti RH. Ako je ovo greška, CroRIS produkcijskoj okolini moguće je pristupi putem poveznice www.croris.hr
izvor podataka: crosbi !

The marketing role of packaging: a review (CROSBI ID 273771)

Prilog u časopisu | pregledni rad (znanstveni)

Drašković, Nikola The marketing role of packaging: a review // International journal of management cases, 9 (2007), 3-4; 315-323

Podaci o odgovornosti

Drašković, Nikola

engleski

The marketing role of packaging: a review

Many scholars agree that the area of packaging is not getting much attention from researchers. Therefore, the main goal of this paper is analyse the status of research related to the marketing function of packaging by the critical review of available literature. In the past the most important role of packaging was to protect the product and to provide functional benefits. However, the functions of packaging expanded with the time. Packaging became more important from the marketing point of view with the recent marketing trends, like switching marketing budgets from advertising to other promotional tools, increasing non-durable product buying decisions at the point of purchase, etc. It is usually the mean of differentiation and the last brand advocate when it comes to the consumers’ time to choose between the products on the shelves. In more recent literature packaging is usually pointed as a communication element rather than just a part of the product within the 4Ps. In some cases, packaging is even considered as a part of the communicational (i.e. promotional) mix. With no doubt, packaging is having tremendous impact on consumer thanks to its communicational aspects. One of the functions of packaging within marketing communications is to help in the process of building the brand personality and to create links with consumers.

packaging, marketing communications, packaging design, marketing models

nije evidentirano

nije evidentirano

nije evidentirano

nije evidentirano

nije evidentirano

nije evidentirano

Podaci o izdanju

9 (3-4)

2007.

315-323

objavljeno

1741-6264

Povezanost rada

Ekonomija