CHARAKTERYSTYKA PRODUKTÓW
REGIONALNYCH I TRADYCYJNYCH –
WPŁYW NA MARKETING
CHARACTERISTICS OF REGIONAL
AND TRADITIONAL PRODUCTS –
IMPACT ON MARKETING
Author(s): Monika Kucharczyk, Jolanta Błaszczyk, Przemysław Seruga, Agnieszka Piekara, Sylwia Zimny, Małgorzata KrzywonosSubject(s): Economy
Published by: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Keywords: regional product; types of marketing; territorial marketing; nostalgia marketing;sensory marketing;
Summary/Abstract: The principal objective of this paper is to analyse which kind of modern types of marketing should be used in the promotion of regional products. The article shows the impact of nostalgia marketing, direct and territorial marketing and sensory marketing for regional products and their promotion in the market. The analysis of the clients responses regarding the influence senses have on food articles, could help to understand the impact of sensory marketing for local products. As the regional articles are specific types of food products, they would need non-standard types of promotion
Journal: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
- Issue Year: 2016
- Issue No: 461
- Page Range: 113-121
- Page Count: 9
- Language: Polish