APLIKACJE MOBILNE JAKO INNOWACYJNE NARZĘDZIE MARKETINGU MOBILNEGO NA RYNKU ŻYWNOŚCI
MOBILE APPLICATIONS AS AN INNOVATIVE TOOL OF MOBILE MARKETING IN THE FOOD MARKET

Summary/Abstract: In a synthetic way paper presents an overview of Polish and foreign literature devoted to the mobile applications as mobile marketing tool. The application purpose was an attempt to propose the classification of mobile applications types that are used by companies operating in the food market, while taking into account the division of functions that these applications are to meet for the company. Companies operating in the food industry actively use different categories of applications available on the market and offer their own apps in the selected categories. All identified types of applications have the promotion function, whereas some of them possess sales or information function.

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