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Dr Dramane Samaké
ORCID: 0000-0002-0970-0324
Dr Dramane Samaké Registered nutritionist in theUnited Kingdom (UKVRN RNutr). Member, British Association for Nutrition (AfN) — membership number 11284. Private nutrition consultant, international tokten expert consultant (Tokten Project-Mali — financed by the EU and the UNDP). Has published just over twenty books and scientific papers.
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 Dramane Samaké

Registered nutritionist in theUnited Kingdom (UKVRN RNutr). Member, British Association for Nutrition (AfN) — membership number 11284. Private nutrition consultant, international tokten expert consultant (Tokten Project-Mali — financed by the EU and the UNDP). Has published just over twenty books and scientific papers.