1st Edition
Trust and Marketing Communication in the Food Industry Traditional, Modern, and AI-driven Approaches
Introduction
Hanna Górska-Warsewicz
PART ONE – MARKETING COMMUNICATION ON THE FOOD MARKET – A GENERAL OVERVIEW
Chapter 1. Specifics of food marketing and food-related consumer behavior
Irena Ozimek, Julita Szlachciuk, Olena Kulykovets
Chapter 2. Marketing communication – current state of knowledge
Hanna Górska-Warsewicz
Chapter 3. Marketing communication on the food market
Hanna Górska-Warsewicz
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
Hanna Górska-Warsewicz
Chapter 5. Modern marketing communication as a second pillar of the conceptual model of trust-based marketing communication in food marketing
Hanna Górska-Warsewicz
Chapter 6. AI-based marketing communication as a third pillar of the conceptual model of trust-based marketing communication in food marketing
Olena Kulykovets, Julita Szlachciuk, Irena Ozimek
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
Julita Szlachciuk, Irena Ozimek, Olena Kulykovets
Chapter 8. Abuse of market practices in marketing communication on the food market
Julita Szlachciuk, Irena Ozimek, Olena Kulykovets
Biography
Hanna Górska-Warsewicz is Associate Professor in the Management Institute at the Warsaw University of Life Sciences, Poland.
Irena Ozimek is Professor in the Management Institute at the Warsaw University of Life Sciences, Poland.
Olena Kulykovets is Assistant Professor in the Management Institute at the Warsaw University of Life Sciences, Poland.
Julita Szlachciuk is Assistant Professor in the Food Market and Consumer Research Department within the Institute of Human Nutrition at the Warsaw University of Life Sciences, Poland.
