no 1/2014

March 2014

  1. The information determinants in marketing of a research and scientific institution
    - Sojkin Bogdan
  2. Science, technology and business – market or interactive coordination
    - Hakansson Hakan
  3. Innovation as the object of market exchange
    - Koszałka Jerzy, Kuźniewski Damian, Pniewska Joanna
  4. Employer branding in the background of relationship marketing conceptions
    - Maruszczak Magdalena
  5. Neuromarketing – its role in building of brand, introduction of products innovation, and advertising messages
    - Wrona Katarzyna
  6. Digital Repository of Research Institutes – RCIN
    - Kaczyńska Kamila
  7. How to cooperate efficiently with the media in situation of crisis – case study
    - Baradziej-Krzyżankowska Ewa

The information determinants in marketing of a research and scientific institution

- Sojkin Bogdan

The article deals with information – based marketing of scientific research institutes, which has been named SAVE (Solution – Access – Value – Education). A proper use of marketing instruments requires information assets which are defined in terms of the essence, the scope and the form of the defined information needs. The essence, the form and the pattern of information needs in reference to SAVE has been defined and described in the case of scientific research institute. The specification of needs for each instrument and for various market participants has been included into the description.

Prof. Bogdan Sojkin, University of Czytaj więcej »

Downloads: 210
Pobrano: 210

Science, technology and business – market or interactive coordination

- Hakansson Hakan

Recent decades have witnessed a growing interest in the importance of science and technology for business development and how they affect the positions of individual companies and their economic performance. Over the years the discussion involved R&D people and general managers from industry, researchers and administrative managers from universities and policy people from governments. The crucial issue is about the present state of the technology-business interface and the general connections among scientific research, development of technologies and economic development in terms of the performance of business units. This is interesting for us as our research group has extensive experience in … Czytaj więcej »

Downloads: 232
Pobrano: 232

Innovation as the object of market exchange

- Koszałka Jerzy, Kuźniewski Damian, Pniewska Joanna

The article discusses the problem of the characteristics of innovation as products that the world increasingly also in Poland, are the object of market exchange. They differ substantially from the products offered by the production and service companies in the markets of consumer goods, also ready-made industrial goods. The key differences are due to the fact, that innovation can be a product — market traded object already as an idea and concept, or as a solution in different phases of development and growth. This will involve a high degree of uncertainty as to all aspects of the pro-innovation project in … Czytaj więcej »

Downloads: 245
Pobrano: 245

Employer branding in the background of relationship marketing conceptions

- Maruszczak Magdalena

Marketing is a dynamic discipline. Relation marketing is one of its conceptions and sets new standards for the cooperation between market players. It claims that a company’s market growth is influenced by longterm business relationships. Furthermore, it states that a company’s assets are defined by its relations within the business environment. Employer branding is defined as a series of actions, the goal of which is building a company’s brand on the market as “company of first choice for future employees”. The theoretical background for employer branding derives from relationship marketing.

Magdalena Maruszczak, M.Sc., Warsaw School of Economics, Poland – is … Czytaj więcej »

Downloads: 264
Pobrano: 264

Neuromarketing – its role in building of brand, introduction of products innovation, and advertising messages

- Wrona Katarzyna

The goal of the article is to present the substance of the neuromarketing, its assumption and possibilities, as well as the method of research of the activity of consumer’s brains. Particular attention was paid to the use of neuromarketing research in branding, efficient marketing of new products and in building effective advertising messages. An article is also an attempt to show the possibilities of using methods of neuroimaging in improving marketing activities of scientific and research institutions.

Katarzyna Wrona, M.Sc. Eng., Institute of Aviation, Poland – MA, engineer, graduate of SGGW (Warsaw University of Life Sciences). Since 2001 she has … Czytaj więcej »

Downloads: 247
Pobrano: 247

Digital Repository of Research Institutes – RCIN

- Kaczyńska Kamila

The paper describes the project of Digital Repository of Scientific Institutes RCIN and presents opportunities for promoting science by digitization and sharing them on the Internet. The Repository has been created by the 16 Scientific Institutes in Warsaw, Krakow and Bialowieza to modernize the science-research and IT infrastructure, to increase digital resources of mathematical, technical, natural and medical sciences, and to popularize and promote of Polish science. That dissemination and popularization of science affects its development and competitiveness in the international arena and it allows transfer of research results to the economy. In addition, Institutes of RCIN providing contemporary and … Czytaj więcej »

Downloads: 245
Pobrano: 245

How to cooperate efficiently with the media in situation of crisis – case study

- Baradziej-Krzyżankowska Ewa

The essence of this article is to show the differences and the degree of difficulty in standard and crisis communication. Communication that we use every day in cooperation with the media should serve as the basis and contribution to obtaining certain efficiency of information distribution, which will pay off in a crisis situation. Rescuing a dog named Baltic could prove to be a major crisis in the history of the NMFRI. There were many threats and decisions that could be regarded as unfavourable for the Institute — is it allowed and for the sake of what — to threaten health … Czytaj więcej »

Downloads: 151
Pobrano: 151