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- ISBN: 9780844234380 | 0844234389
- Cover: Hardcover
- Copyright: 6/1/1998
This text illustrates how to analyze all the marketing and design components needed to create effective packaging solutions that support and fulfill marketing objectives and strategies. This book teaches students how to: * Identify the strategic issues involved in creating the right packaging program. * Develop a brand's personality and strategy. * Communicate brand and product information effectively. * Use consumer research creatively to hone in on the customer. * Choose the best packaging structures and materials for the product. * Evaluate the impact of digital and other technological innovations on packaging in the coming years.