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Gaining competitive advantage from packaging and labelling in marketing communications

Nancarrow, Clive, Wright, Len Tiu and Brace, Ian (1998) Gaining competitive advantage from packaging and labelling in marketing communications. British Food Journal, 100 (2). pp. 110-118. ISSN 0007-070X

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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

Item Type: Article
Subjects: H Social Sciences > HF Commerce
Schools: Huddersfield Business School
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Depositing User: Sharon Beastall
Date Deposited: 11 Oct 2011 12:31
Last Modified: 28 Aug 2021 11:10


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