Gaining competitive advantage from packaging and labelling in marketing communications
Article publication date: 1 March 1998
This paper illustrates how an understanding of consumer models, psychological processes and the appropriate use of marketing research techniques can help in the design of food packaging and label copy to provide a company with a competitive advantage. The paper examines the significance of the marketing functions of a pack and the perceptual processes of consumers in their information search concerning pack design and labelling in marketing research. Case study material is introduced to help illustrate the main points.
Nancarrow, C., Tiu Wright, L. and Brace, I. (1998), "Gaining competitive advantage from packaging and labelling in marketing communications", British Food Journal, Vol. 100 No. 2, pp. 110-118. https://doi.org/10.1108/00070709810204101
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