The visionary package : using packaging to build effective brands /

The Visionary Package offers readers an informative trip down the "memory lane" of packaging. Meyers and Gerstman, branding professionals, provide historical perspective and highlight classic packages from the past to the present to illustrate the importance of packaging as an art, a marketing tool, and a competitive force. They analyze packaging from the perspectives of the consumer, the existing market, and what that market could be in terms of future development. In addition to the four classic Ps of marketing--product, price, place, and promotion--the authors examine a fifth, positioning (suggested by Philip Kotler), and add a sixth, packaging. This well-designed work is easy to read and visually attractive, with well-chosen graphic representations of classic packages. While the authors examine technology and its impact on packaging and point of sale, their treatment of the Internet is a bit skimpy and seems an afterthought added to rather than integrated into the text. ^BSumming Up: Recommended. Advertising collections, upper-division undergraduate through professional. S. A. Schulman CUNY Kingsborough Community College