Zapewnienie wiarygodności w komunikacji marketingowej na rynku żywności ekologicznej na przykładzie przedsiębiorstwa Neumarkter Lammsbräu
Providing Credibility in the Marketing Communication on the Organic Food Market on the Example of the Company Neumarkter Lammsbräu

Summary/Abstract: The article presents the problem of consumer belief on the real ecological performance of the product. It is emphasised that this problem is a big challenge for marketing, especially in the area of marketing communication. The article characterizes the main factors, which influence the marketing communication credibility and presents the main instruments of providing credibility in the marketing communication on the organic food market in Germany, which is one of the most significant all over the world. The article also contains characteristic of marketing communication in the enterprise Neumarkter Lammsbräu, which is the model on the international scale in the area of sustainable management.

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