DOI: https://doi.org/10.36719/2789-6919/51/66-69
Ilaha Aliyeva
Baku Business University
PhD student
https://orcid.org/0000-0003-4618-467X
ilaha.92.aliyeva@gmail.com
Food Marketing: Innovations and Perspectives
Abstract
The article scientifically analyzes the role of innovative approaches in the marketing of food products and the emerging new market trends in this direction. In the context of global competition, the need for the transformation of traditional marketing strategies has arisen as a result of digitalization in the food industry, changes in consumer behavior, and the growing importance of environmental requirements. The study shows that the application of digital technologies, including artificial intelligence and big data analytics, increases efficiency in bringing food products to market and expands opportunities for personalized communication with consumers. In addition, the growing demand for environmentally friendly and locally sourced products drives brands to develop strategies based on the principles of “green marketing” and social responsibility. The article also evaluates the impact of innovative packaging, smart labeling, and the integration of e-commerce platforms on the market sustainability of food products. Consequently, the application of innovations in food marketing serves as a key determinant in enhancing competitiveness and consumer satisfaction.
Keywords: food marketing, innovation, digitalization, consumer behavior, green marketing, competitiveness