NOWE SPOSOBY KOMUNIKACJI MARKETINGOWEJ W HANDLU DETALICZNYM ŻYWNOŚCIĄ
NEW WAYS OF MARKETING COMMUNICATION IN FOOD RETAILING
Author(s): Agnieszka Tul-Krzyszczuk, Monika Świątkowska, Maria Jeznach, Agata PrzybyłaSubject(s): Economy, Communication studies, Marketing / Advertising
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: marketing communication; promotion; new ways; innovations; food retailing;
Summary/Abstract: Nowadays important measure increasing the competitiveness of the store on the market include the use of multiple new solutions in the area of marketing and customer communication. The aim of this work was to characterize the deliberations and attempt to assess the application of innovative methods of marketing communication used in commercial enterprises on the market of food products. In the surveyed 45 retail outlets used new: shelf materials, equipment exhibition producer, danglery, price promotions, newsletters, posters or displays products. More and more traders for the first time implement a modern multimedia media, mobile applications and loyalty programs offering participants special promotions, loyalty cards or coupons.
Journal: Studia i Prace WNEIZ US
- Issue Year: 2016
- Issue No: 43/2
- Page Range: 337-346
- Page Count: 10
- Language: Polish