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Dr Karol Krajewski
ORCID: 0000-0001-7311-8024
Dr Karol Krajewski PhD, academic teacher at public universities in Warsaw, Gdynia, Koszalin and Przemyśl as well as non-public universities in Warsaw. Expert and market advisor in the field of marketing of leading companies in the food sector in Poland. He has published over 400 articles and scientific communications on the functioning of the food market and management, 23 books and 190 articles popularizing knowledge about the food market and the food sector and trade in food products.
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 Karol Krajewski

PhD, academic teacher at public universities in Warsaw, Gdynia, Koszalin and Przemyśl as well as non-public universities in Warsaw. Expert and market advisor in the field of marketing of leading companies in the food sector in Poland. He has published over 400 articles and scientific communications on the functioning of the food market and management, 23 books and 190 articles popularizing knowledge about the food market and the food sector and trade in food products.