Krishna, Aradhna; Cian, Luca; Aydinoglu, Nilufer - 2017
Packaging is a critical aspect of the marketing offer, with many implications for the multi-sensory customer experience … preservation and logistics, package design has evolved into a key marketing tool. We introduce the layered-packaging taxonomy that … highlights new ways to think about product packaging. This taxonomy has two dimensions: the physicality dimension, which is …