Includes index.

Contents: Packaging as a marketing tool -- Introduction -- Integrated marketing -- Cost-effective packaging -- Profit -- Packaging overview -- Example -- Reference -- Increasing sales -- Competitve strategy -- New markets -- Product variants -- Promotions -- Added value -- Branding -- Packaging-size changes -- Reference -- Premium products -- Product/pack differentiation -- Packaging design information -- Design phase -- Added value and consumer convinience -- Negative pack values -- Added-value benefits -- Introduction of added value -- Examples -- Added value and consumer convinience -- Brand values -- What is branding? -- Brand movement -- Corporate identity -- Brand values -- Brand levels -- Role of packaging -- New-product development -- New-product development programme -- Pack presentation -- Packaging/product opportunities -- Case study 1 -- Case 2 -- Approach to new-product development -- Retailer acceptance: selling in -- Retailer viewpoint -- Retailer relationships -- Packaging and the retailer -- Reducing materials costs -- How to reduce materials costs -- Future use of product -- Alternative materials -- Packaging methods -- Folding cartons -- Rigid boxes -- Hanging-pack formats -- Flowraps -- Bottles and jars -- Flexible tubes -- Thermoform/fill/seal -- Composite containers -- Bags -- Conclusion -- Rationalization -- Dimensions, styles and materials -- Methods -- Components -- Print -- Warehousing and physical distribution -- Product/pack size -- Larger packs -- Multipacks -- Smaller packs -- Variety packs and kits -- Design innovation and research -- Design innovation -- Packaging-design research -- The Future -- Reference.