Consumer Packaging Strategy 1st Edition

Bold packaging can win a sale before a word is read. Consumer Packaging Strategy, 1st Edition by Huda Khan, Richard Lee, and Polymeros Chrysochou is a practical, research-driven guide that shows how packaging becomes a core business asset — from shelf impact to sustainable sourcing and global market adaptation.

Start by understanding why packaging matters: this book breaks down consumer psychology, retail dynamics, and brand positioning into actionable strategy. Readers will find clear frameworks for designing packaging that improves visibility, increases perceived value, and delivers measurable ROI across markets — from North America and the UK to Europe, APAC, and emerging regions. Practical examples illuminate how cultural nuance, regulatory requirements, and logistics shape effective packaging choices.

Built for marketers, brand managers, product designers, packaging engineers, and advanced students, the text balances theory with real-world application. Learn to align packaging strategy with pricing, distribution, and sustainability goals; evaluate materials and print techniques; and create packaging that drives conversion both in-store and online. Emphasis on sustainable packaging and circular design ensures relevance for modern supply chains and eco-conscious consumers.

Readable, authoritative, and forward-thinking, Consumer Packaging Strategy, 1st Edition equips professionals to craft packaging that performs globally while resonating locally. Whether you’re launching a new product or rethinking an existing range, this book is a strategic roadmap to packaging that sells. Order now to transform the way your brand looks, communicates, and converts.

Note: eBooks do not include supplementary materials such as CDs, access codes, etc.