ابتكار الغلاف و دوره في النجاح التسويقي

Abstract EN

This study tried to highlight the role played by packaging innovation in marketing success of the organization, especially in the context of increasing intensity of competition and changes inconsumer's trends, in addition to the increasing activity of environment and consumer protection associations and other factors that forced organization to adapt, so they rushed to change and innovate in the field of marketing by creating a suitable packaging for their products, and the study concluded that packaging provides a communicationbetween organization and consumer thus saves a portion of the promotion costs, and there is a set of solutions that the institution can follow, such as recycling or creating packaging from non-harmful materials.