RESEARCH LIBRARY

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The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library. 

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Research: The Package is the Product « Research « Industry Resources « Downloads

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Version2010
Date postedNovember 30, -0001
Downloaded35 times
CategoriesResearch

Description

New products are the “cornerstoneà of nearly every growth strategy, and most companies invest a tremendous amount of time and money developing, testing and introducing new ideas. However, it is well documented that nearly 90% of new product introductions fail, often despite enormous amounts of advertising support. The obvious question is “Why?à and the answer is often the packaging.

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INDUSTRY GLOSSARY

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