Packaging is the best described as a coordinated system of preparing goods for transport, distribution, storage, retailing and use. It is a complex, dynamic, scientific, artistic and controversial business function. Packaging is a service function that cannot exist by itself; it needs a product. Packaging functions range from those that are technical in nature to those that are marketing oriented:
Technical Functions - contain, protect, preserve, measure, dispense and transport
Marketing Functions - communicate, display, inform, promote, sell, motivate
Technical packaging professionals need science and engineering skills, while marketing professionals need artistic and motivational understanding. Packaging managers need a basic understanding of both marketing and technical needs, mixed with good business sense. This unusual skills spread makes the packaging industry a unique career choice.
Source: Fundamentals of Packaging Technology fourth edition, chapter one - page 3.