Packaging as a marketing instrument

Legal requirements, globalisation, branding, information overload: in their latest book “Packaging Marketing“ Christina Vaih-Baur and Sonja Kastner clearly demonstrate that the role of packaging is increasing in importance for brand communication. For many manufacturers the fifth “P“ , equals packaging, is of the same significance as the four classic ”P’s“ : Product, Promotion, Price and Place. The advantages of cartonboard: feels good and is authentic.

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