The role of single-unit packaging in marketing activity of enterprise is, as sometimes claimed, so crucial that, occasionally, it is treated as the fifth, separate, element of marketing strategy-mix. This article does not go that deep. It supports the opinion that packaging is a product strategy element, and at the same time, a very important tool in terms of marketing strategy. Such a decisive role of packaging, and precisely possibility to use it for marketing, derive from the functions among which protective and promotional functions appear to be the key ones. Well-designed packaging facilitates application of the product and also promotes its producer.
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