Consumer Packaging Strategy - Khan, Huda; Lee, Richard; Chrysochou, Polymeros
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This book explores how packaging is more than simply changing the label or translating the brand into vernacular language. With in-depth interviews with brand managers of several major Western CPG brands and retailers, and analysis of emerging trends in Asia, this book will interest academics in market research and product design.

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Produktbeschreibung
This book explores how packaging is more than simply changing the label or translating the brand into vernacular language. With in-depth interviews with brand managers of several major Western CPG brands and retailers, and analysis of emerging trends in Asia, this book will interest academics in market research and product design.
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Autorenporträt
Huda Khan is Senior Lecturer in Marketing and Associate Director of Africa Asia Centre of Sustainability Research at the University of Aberdeen, UK. Richard Lee is Associate Professor of Marketing at the University of South Australia and Senior Research Associate at the Ehrenberg Bass Institute. Polymeros Chrysochou is Professor of Marketing at the Department of Management, Aarhus University, Denmark.