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This book explores trust-based marketing communication within the food marketing industry. It presents a comprehensive conceptual model that encompasses three pillars: traditional, modern, and AI-driven marketing communication. By examining these pillars, the book explores the informational role and legal aspects of food marketing, offering a detailed and structured approach to understanding and enhancing consumer trust. Readers will benefit from a deep dive into the current state of food marketing communication, enriched by a solid theoretical background and empirical case studies. The book highlights the significance of trust-based communication by proposing a conceptual model that integrates traditional, modern, and AI-driven strategies.
Key benefits include the following:
- A clear conceptual model of trust-based marketing communication
- Insights into the current knowledge and practices in food marketing communication
- Detailed exploration of traditional, modern, and AI-based marketing strategies
- Empirical case studies demonstrating the application of these concepts
- Examination of legal regulations impacting food marketing
This book is an invaluable resource for academic scholars, students, and researchers interested in food marketing and communication. Additionally, it serves as a practical guide for managers, marketers, and industry professionals seeking to build and maintain consumer trust through effective marketing strategies. It is particularly relevant for those aiming to navigate the complexities of modern marketing communication while adhering to legal standards.
List of contents
Introduction PART ONE - MARKETING COMMUNICATION ON THE FOOD MARKET - A GENERAL OVERVIEW Chapter 1. Specifics of food marketing and food-related consumer behavior Chapter 2. Marketing communication - current state of knowledge Chapter 3. Marketing communication on the food market PART TWO - THREE PILLARS OF TRUST-BASED MARKETING COMMUNICATION CONCEPTUAL MODEL ON THE FOOD MARKET Chapter 4. Traditional marketing communication as a first pillar of the conceptual model of trust-based marketing communication in food marketing Chapter 5. Modern marketing communication as a second pillar of the conceptual model of trust-based marketing communication in food marketing Chapter 6. AI-based marketing communication as a third pillar of the conceptual model of trust based marketing communication in food marketing PART THREE - LAW ASPECTS OF MARKETING COMMUNICATION ON THE FOOD MARKET Chapter 7. Legal regulations in the field of marketing communication on the food market Chapter 8. Abuse of market practices in marketing communication on the food market
About the author
Hanna Górska-Warsewicz is an Associate Professor in the Management Institute at the Warsaw University of Life Sciences, Poland.
Irena Ozimek is a Professor in the Management Institute at the Warsaw University of Life Sciences, Poland.
Olena Kulykovets is an Assistant Professor in the Management Institute at the Warsaw University of Life Sciences, Poland.
Julita Szlachciuk is an Assistant Professor in the Food Market and Consumer Research Department within the Institute of Human Nutrition at the Warsaw University of Life Sciences, Poland.
