VALUE-DRIVEN CONCEPT AND ASPECTS OF MARKETING COMMUNICATION IN PREMIUM GASTRONOMY
VALUE-DRIVEN CONCEPT AND ASPECTS OF MARKETING COMMUNICATION IN PREMIUM GASTRONOMY

Summary/Abstract: The most recent concepts are considerably changing the character oftraditional marketing and communication tools. A value-driven concept has logicallyresulted from current social as well as market changes which are strenthening acustomer position within a market chain with the emphasis on his/her own needsand values. Value-driven marketing is said to be essential for creation of consistentrelations and customer loyalty enhancement. In gastronomy, the terms such as quality,originality and added value are one of the key factors of a prosperous business. Studying the current state of premium gastronomy has shown that in Slovakia thevalue is not perceived as a complex framework and moreover, it definitely lacks theconcept of principles and value to be applied to restaurants.

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