packaging - the fifth 'p' in the marketing mix?

Nickels, William G.; Jolson, Marvin A.
January 1976
Advanced Management Journal (03621863);Winter76, Vol. 41 Issue 1, p13
Academic Journal
Explores managerial responsibility with regards to packaging. Enhancement of product perceptions; Existence of differing price-versus-benefit perceptions within consumer submarkets; Importance of creative packaging strategies in developing real brand preference.


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