Studia i Prace WNEiZ US

The research problem dealt with in the paper concerns the identification of the types and significance of marketing innovations in the scope of using the private label in a modern distribution channel of retail trade. The authors sought an answer to the question regarding the scope and diversity of marketing innovations used in modern distribution channels and own brand forms. The search for the answer to the question was based on a review and analysis of the subject literature, analysis of secondary data of domestic and foreign research centers / agencies. It was found that modern marketing channels use marketing innovations in a broad sense, in order to improve the functioning of a commercial enterprise and to increase the level of marketing utility offered to consumers. Marketing innovations and the use of own brands stimulate the sales of retail chains and are a sphere of expanding the experience space of the buyers, for example through the use of modern technologies in the communication, service, purchase processes, the involvement of buyers facilities in large-area stores. In the modern channel, is observed the use of third-generation own brands. Marketing innovations in the marketing –mix area applied by modern channel participants are of fundamental importance for shaping the value for the buyer.