RESEARCH - Packaging research revisited - As an essential part of the marketing mix packaging deserves the same level of attention from a brand manager as advertising, pricing and the product itself. The authors introduce various pack testing methods: From qualitative explorations via communication tests in a competitive context, impact tests, diagnostic shelf tests and tailored combinations of ...
Year of publication: |
2001
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Authors: | Frank, Dirk ; Schlund, Wulf |
Published in: |
Planung & Analyse : Zeitschrift für Marktforschung und Marketing. - Frankfurt, M : Dt. Fachverl, ISSN 0724-9632, ZDB-ID 7214765. - 2001, SPECI, p. 43-47
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