Promocja jako jeden z elementów marketingumix na przykładzie produktów rolno-spożywczych w Polsce
Promotion as One of the Marketing-mix Elements on the Example of Agri-food Products in Poland

Summary/Abstract: Due to the development of the globalization process and the progressive liberalization of global food trade, the promotion of agri-food products is beginning to play an increasingly important role. These activities facilitate making business contacts with foreign customers, provide recipients with product knowledge and enable expanding markets. There are many definitions of promotion. Promotion can be defined as a marketing impact on current and potential customers, which is designed to provide them with information, promises, incentives and arguments that encourage the purchase of a given product and create a positive opinion on a given product. Promotion is one of the four components of the marketing mix (product, price, distribution and promotion). The basic purpose of the promotion is to pay attention to a given product, to arouse interest init, to create a desire to have and to act in the form of a purchase.

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