Overview

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.

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9781032953427

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Author Information

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.

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