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Dr inż. Agnieszka Tul-Krzyszczuk
ORCID: 0000-0002-6732-0346
Dr inż. Agnieszka Tul-Krzyszczuk Doctor, in the field of food technology, employed in the Department of Food Market and Consumption Research at the Warsaw University of Life Sciences. Consultant, trainer and educator in the organization and management of production and service enterprises in the food sector, as well as in the hotel, catering and health care sectors. Author of over 130 scientific and popularizing reports on the functioning of the food market and management of processing
DOI: 10.33226/1231-7853.2020.11.2
JEL: L1, M31, L81, O31

The aim of this work was to characterize considerations and an attempt to evaluate the use of modern marketing tools, which are used in commercial enterprises on the market of food products, affecting the decision-making processes of their purchase and experience in the use of promotion as part of increasing trade competitiveness. Weaker traditional forms of promotion on buying behavior, increases the importance of new forms of consciousness to reach consumers in the form of custom promotional activities. They represent a form of marketing innovation and opportunity at the same time increase the competitiveness of the supply chains of food products. The paper presents an analysis of the existing solutions in the promotion of innovative food products based on non-standard forms of promotion in the process of selling this type of promotion analysis indicated the chance to use them to improve to compete, but also threats in the communication market.

Keywords: food trade; marketing; sales promotion

Dr inż. Agnieszka Tul-Krzyszczuk

Doctor, in the field of food technology, employed in the Department of Food Market and Consumption Research at the Warsaw University of Life Sciences. Consultant, trainer and educator in the organization and management of production and service enterprises in the food sector, as well as in the hotel, catering and health care sectors. Author of over 130 scientific and popularizing reports on the functioning of the food market and management of processing and service companies.