no 1/2016

March 2016

  1. The role of research staff in marketing communication at the Institute of Logistics and Warehousing
    - Niemczyk Aleksander
  2. Marketing strategies and tactics in a period of recession
    - Avlonitis George J.
  3. The role of university marketing in shaping innovation awareness
    - Białoń Lidia, Werner Emilia
  4. Brand alliance. Building block for scientific organisations´ marketing strategy
    - Redler Joern
  5. Work perceiving by employees and its consequences
    - Baruk Agnieszka Izabela
  6. Building scientific institution’s brand with online instruments
    - Całka Aleksandra, Mróz-Gorgoń Barbara

The role of research staff in marketing communication at the Institute of Logistics and Warehousing

- Niemczyk Aleksander

Aleksander NiemczykThe aim of this article is to present the findings of studies conducted on the activity of scientific research staff in the scope of marketing communication conducted by the Institute of Logistics and Warehousing. The author presents the activities of scientific research staff at the Institute of Logistics and Warehousing in the field of marketing communication. They serve to propagate information on the competencies of the research institute among potential business partners, solicit new projects and maintain good relationships with present clients. The studies presented in this paper were conducted on selected managers of one of the product lines (electromagnetic … Czytaj więcej »

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Marketing strategies and tactics in a period of recession

- Avlonitis George J.


Recession is an extremely difficult period for most companies. Especially when a recession has universal dimensions, many companies find themselves unprepared to face great challenges. While marketing in good times has a long-term focus, a broad scope, it is benefits- and opportunities-driven and proactive, in bad times it has a short-term focus, limited and narrow scope, it is cost-and sales-driven and reactive. Panic is not the right reaction. Such difficult times should be overcome through methodical and well planned actions. After all, research has shown that those companies that take a proactive stance and treat the recession as an opportunity … Czytaj więcej »

Downloads: 199
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The role of university marketing in shaping innovation awareness

- Białoń Lidia, Werner Emilia

Lidia Bialon Emilia WernerInterest in the subject of this article arose in connection with searching for the causes of this innovativeness of the Polish economy compared to other EU countries. It was also accompanied by the desire to find possible solutions to this situation, discovering various methods of increasing the level of innovativeness in Poland. We are assuming that the level of innovativeness is affected by social awareness in the field of innovativeness.  The basic, root cause of this state of innovativeness of the country is the level of awareness of innovation. An innovative economy cannot be built in an uninnovative environment.
An … Czytaj więcej »

Downloads: 110
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Brand alliance. Building block for scientific organisations´ marketing strategy

- Redler Joern

Jörn RedlerThis paper addresses management issues of brand alliances as part of a scientific organisation´s marketing strategy. Though brand alliances have become quite popular with consumer products they seem to be exceptions in the marketing context of academic or scientific organisations. Against this background, the paper develops a brand alliance approach considering requirements of strategically marketing scientific organisations. As a starting point, brand alliances are discussed as a sub-category to brand combinations. Furthermore, opportunities for scientific organisations associated with the alliance approach are elucidated as well as, from a more general perspective, major threats. In the following course, the paper focuses … Czytaj więcej »

Downloads: 137
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Work perceiving by employees and its consequences

- Baruk Agnieszka Izabela

agnieszka barukIn the article the problems of work perceiving by employees of scientific organizations in the context of marketing orientation rules were presented. It has the theoretical-empirical character. The following research goals were to be gained: identifying the way of work perceiving by respondents; defining the potential dependences between the way of work perceiving (especially its stress dimension) and chosen aspects of professional life. 4 research hypotheses were to be verified. In the empirical part the results of the field researches were presented. To analyse gathered field data the method of correspondence analysis was used. It allowed to gain the research … Czytaj więcej »

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Building scientific institution’s brand with online instruments

- Całka Aleksandra, Mróz-Gorgoń Barbara


The brand image is fundamental for the scientific institution. In the high- competitive market the brand may have a significant impact on students decisions but also the decisions made by other stakeholders. The usage of online tools in creating brands and the brand awareness is standard nowdays and is present in many business strategies. The aim of the article is to present the problem on the example of scientific institutions. Based on literature review and empirical study the authors described the usage of most popular online tools in creating the scientific institutions’ brands.

Barbara Mróz-Gorgoń, PhD., University of Czytaj więcej »

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