Verpackung als Marketinginstrument in Zeiten des Nachhaltigkeitstrends
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Verpackung als Marketinginstrument in Zeiten des Nachhaltigkeitstrends

Verpackung als Marketinginstrument in Zeiten des Nachhaltigkeitstrends


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About the Book

Bachelorarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Ostbayerische Technische Hochschule Regensburg, Sprache: Deutsch, Abstract: Das Thema Nachhaltigkeit ist mittlerweile auch bei den Endverbraucher: innen angekommen. Produkte werden dementsprechend beurteilt, auch die Nachhaltigkeit der Verpackung fällt dabei oft ins Gewicht. Für Unternehmen ist es deshalb umso wichtiger, Nachhaltigkeitsaspekte zu berücksichtigen und in das Verpackungsmarketing zu integrieren. Vor diesem Hintergrund soll die vorliegende Arbeit die Rolle des Verpackungsmarketings im Hinblick auf das steigende Bewusstsein für Nachhaltigkeit bei Kaufentscheidungen behandeln. Dies soll im Einzelhandelskontext am Beispiel der Fast Moving Consumer Goods (FMCG) betrachtet werden, wo die Verpackung auf Grund der großen Produktvielfalt und des hohen Wettbewerbsdrucks eine zentrale Rolle spielt. Diese Arbeit befasst sich deshalb insbesondere auch mit der Frage, wie die Verpackung den Verkauf von Produkten am Point of Sale (POS) unter dem Aspekt der Nachhaltigkeit fördern kann. In unserem Leben begegnen wir Verpackungen fast täglich. Sei es die leere Coca-Cola-Flasche oder der Waschpulverkarton mit schönem neuen Design, irgendwie kommt jeder einmal mit Verpackungen in Verbindung. Ohne sie wäre unsere tagtägliche Versorgung mit Waren jeglicher Art nicht möglich. In Marketingkreisen gilt sie als Übermittler von Werbebotschaften, Markenträger und nicht zuletzt als Wegweiser für Kund: innen im Einzelhandelsdschungel. Für diese kommt oftmals noch die ästhetische Wirkung der Verpackung dazu. Auf Seiten der Unternehmen ist kreatives Verpackungsmarketing ein effektiver Weg, Produkte für Konsumierende attraktiv zu machen. Doch so bunt die Welt des Verpackungsdesigns auch sein kann, so nachteilig ist oft auch die Kehrseite. Die heutige Gesellschaft blickt einer zunehmend hohen Belastung der Umwelt durch Verpackungsmüll entgegen. Bis auf einen Einbruch im Jahr 2020, bedingt du


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Product Details
  • ISBN-13: 9783346796332
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 66
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3346796337
  • Publisher Date: 05 Jan 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 145 gr


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