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Dr inż. Monika Świątkowska
ORCID: 0000-0002-6831-7755
Dr inż. Monika Świątkowska Doctor of agricultural sciences in the field of food technology. Since 1995, she has been working as an academic at the Department of Food Market Research and Consumption at the Warsaw University of Life Sciences. Expert, trainer and educator in the field of market communication, generic advertising and promotion, innovative forms of food promotion, consumer psychology and advertising. Author and co-author of over 150 professional publications and many expert
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. Monika Świątkowska

Doctor of agricultural sciences in the field of food technology. Since 1995, she has been working as an academic at the Department of Food Market Research and Consumption at the Warsaw University of Life Sciences. Expert, trainer and educator in the field of market communication, generic advertising and promotion, innovative forms of food promotion, consumer psychology and advertising. Author and co-author of over 150 professional publications and many expert opinions, and a translator of books from German.