Doctor of Economics, Professor, Professor of the Department of Marketing and MIA, Sumy State University (Sumy, Ukraine)
Student of the Faculty of Economics and Management, Sumy State University (Sumy, Ukraine)
The aim of the article. Increasing of food production in excess of the required amounts of human consumption, increases the amount of packaging materials, what reduces the available natural resources and pollute the environment. The purpose of this article is to review the package as one of the elements of innovative marketing activities.
The results of the analysis. In this paper, the container object of innovative marketing (including media advertising) problems of reuse and recycling, which should improve the ecological status of any country.
It is shown that packaging as an important source of information about the product, manufacturer, instructions for use, storage time, the composition of the product and etc. is the subject of innovative marketing.
No less a role in packaging and implemented a visual image of the product, which is a specific combination of colors, font, geometric shapes and other visual elements of the series. This is also an important feature of competitive goods. It is confirmed that the coming decades, humanity will not solve the question of reducing the depletion of natural resources due to reasonable restrictions consumption, implementing energy technology and maximize the use of recycled materials and recycling of used packaging, the world may be on the brink of ecological disaster. At the regional and local levels there is a need to do something for effective packaging recycling.
Conclusions and directions of further researches. In a globalized world, there is a need to solve the problem of the optimal combination of innovative marketing for new packaging and the urgent need to conserve resources for its production in order to improve the general state of the environment.
Keywords: package efficiency, psychological packaging, shape and material of packaging, packaging management, packaging as object of marketing, innovative marketing, flexographic company
JEL Classification: M31, O31.
Cite as: Tielietov O. & Shatova, V. (2014). Packaging as object of innovative marketing. Marketing and Management of Innovations, 2, 11-21. https://doi.org/10.21272/mmi.2014.2-01
This work is licensed under a Creative Commons Attribution 4.0 International License
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