no 3/2012

September 2013

  1. Visual identification and its role in shaping brand awareness and marketing communication
    - Wrona Katarzyna
  2. E-marketing of research and scientific institutions – psychological aspect
    - Wolski Karol
  3. Strategic significance of the brand in the activities of an organization
    - Urbanek Grzegorz
  4. Communication in times of crisis as an element of building an efficient brand
    - Tworzydło Dariusz
  5. Commercialization of technology – efficient sales of patents, licenses and results of research
    - Kosiec Jacek, Trzmielak Dariusz
  6. Inbound marketing as a form of internet marketing
    - Świeczak Witold
  7. Informational foundations for marketing decisions in the process of product commercialization
    - Sojkin Bogdan
  8. Media relations – promoting scientific and research institutions in the media in Poland and Europe
    - Pruchnicka Joanna
  9. Implementing new marketing strategies in scientific and research institutions
    - Pluta-Olearnik Mirosława
  10. Social responsibility in business in theory and practice
    - Paliwoda-Matiolańska Adriana
  11. Advertising – psychological aspects of the influence of marketing tricks
    - Olejniczak Aneta
  12. Research and scientific achievements as media events
    - Matulewicz Jaromir
  13. The role of marketing of higher education institutions in creating the image of cities and regions
    - Kijanka Anita
  14. Modern library and the promotion of a scientific institution
    - Kaczyńska Kamila
  15. The image of universities from the point of view of students and high school graduates
    - Grech Michał
  16. Fairs as a tool of marketing activity of research and scientific institutions
    - Gębarowski Marcin
  17. Scientific and research institutions’ utilization of Internet tools for marketing research
    - Dec Damian
  18. Cooperation of universities as an element of support for innovation in regions
    - Danielewicz Piotr, Wróblewski Mateusz

Visual identification and its role in shaping brand awareness and marketing communication

- Wrona Katarzyna

Every scientific and research institution can be treated as a provider of services carrying out research and development projects or running educational activities and as such is subject to the same mechanisms of market competition as a „model” company. An institution of this kind can create a recognizable brand and can convince its clients that they are buying something exceptional. Strong brands excel on a crowded market, they help consumers choose from a whole spectrum of options and emphasize the essential value of the service – by raising trust they provide clients with what they expect. In the process of … Czytaj więcej »

Downloads: 170
Pobrano: 170

E-marketing of research and scientific institutions – psychological aspect

- Wolski Karol

Marketing activities taken up by research and scientific institutions is an increasingly popular subject of debates and scientific works from the area of management and education. What shows this trend very well is not only the growing number of scientific publications concerning these subjects, but also the appearance of scientific magazines, titles dedicated to this issue (eg. International Journal of Educational Management, Journal of Marketing for Higher Education). In many contemporary works concerning marketing of higher education institutions and research institutes, models functioning in the business environment are being adapted to serve the needs of educational units. Thus, in works … Czytaj więcej »

Downloads: 186
Pobrano: 186

Strategic significance of the brand in the activities of an organization

- Urbanek Grzegorz

Issues associated with brand management and its share in the creation of value for companies from the sector of consumer goods have for many years been some of the most popular subjects in the area of marketing. The interest in issues of using marketing and the brand in particular, also in B2B relations, non-profit organizations or research units, as well as in branches offering products which cannot be easily distinguished – eg. in the energy sector, has recently been growing. This new phenomenon of the penetration of marketing concepts beyond the traditional „brand” branches is associated with professionalization of management … Czytaj więcej »

Downloads: 172
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Communication in times of crisis as an element of building an efficient brand

- Tworzydło Dariusz

Crisis is a word which nowadays is used in all forms and contexts. The year 2008 was a prelude to what now and in the year 2011 concerns not only entrepreneurs, but also every average inhabitant of the globe. Even though the crisis, the world has found itself in, concerns mainly the economic aspects. Hardly anyone talks about its other implications such as problems in the sphere of image. Despite differing definitions, economy and image are not that far apart, as especially in case of crises both notions are closely intertwined. It is hard not to notice that in a … Czytaj więcej »

Downloads: 491
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Commercialization of technology – efficient sales of patents, licenses and results of research

- Kosiec Jacek, Trzmielak Dariusz

Managing a research project properly in phases preceding its debut on the market allows us to minimize the risk of making a wrong decision about investing in the development of research and implementing new technologies. In the process of commercialization the possibilities of implementation should be investigated at every stage, from an idea for research to disseminating its results. The analysis of the Polish market and examples presented in the article „Commercialization of results of scientific research – efficient sales of new technologies and research results” shows that investments of the business sphere in research and development are comparably low … Czytaj więcej »

Downloads: 130
Pobrano: 130

Inbound marketing as a form of internet marketing

- Świeczak Witold

We live in times of revolution! We are witnessing a revolution in the way we choose new products and in the way we look for business partners. Nowadays, almost everybody who is looking for a pram for his child or a new accounting company for his small business, always starts by turning on the computer. We start with Google or any other search engine, we ask our friends from the Internet, our family members and colleagues for assistance, usually via e-mail, online chats, Facebook or Twitter. We live in times of revolution – as a result of this revolution companies … Czytaj więcej »

Downloads: 225
Pobrano: 225

Informational foundations for marketing decisions in the process of product commercialization

- Sojkin Bogdan

The process of product commercialization in the contemporary economy is usually associated with introducing innovations to the market and securing growth of sales of the new product, however, on the market this is usually a strategic view of the innovation’s position in the portfolio of products and taking advantage of its current and future potential for satisfying the needs and expectations of consumers on a competitive market, taking into consideration its character, external conditions and internal conditions of introduction, the choice of flexible market solutions and constant development of the innovation. In practice this imposes on companies, also on research … Czytaj więcej »

Downloads: 133
Pobrano: 133

Media relations – promoting scientific and research institutions in the media in Poland and Europe

- Pruchnicka Joanna

Media are one of key intermediaries for dissemination of information and one of the most effective tools of promotion. They allow us to get our message across both to a broad group of recipients and a profiled recipient adequate for the subject, content and character of the provided message. The essence of information reaching the recipients through the media is the credibility, trust and impartiality attributed to it and thus its strength. For this reason building relations with the media is so important in public relations. Taking into consideration the fact that media to a large extent form the awareness … Czytaj więcej »

Downloads: 116
Pobrano: 116

Implementing new marketing strategies in scientific and research institutions

- Pluta-Olearnik Mirosława

The goal of this work is to show the character and dynamics of changes in the environment of companies and market institutions and highlighting the directions in which their marketing strategies are going as a response to new challenges. A detailed area of analysis is the sector of scientific, research and educational institutions, which has to adapt its activities to the requirements of the environment, taking advantage of the concept of relationship marketing and the concept of customer value management. In the work secondary sources of information in form of specialist publications and research results of specialized agencies, as well … Czytaj więcej »

Downloads: 166
Pobrano: 166

Social responsibility in business in theory and practice

- Paliwoda-Matiolańska Adriana

In a community business activity creates the feeling of common goals and the conviction based on the assumption that each person’s success depends on the success of others. Both practice and theoretical deliberations show that efficient social responsibility policy of a company is based on common creation of social and economic value. It focuses on searching for economic results of social involvement, as well as partners allowing for operational application of social activities for the achievement of planned targets. This has aroused interest in partnership between sectors as a form of efficient implementation of the companys’ social responsibility policy. The … Czytaj więcej »

Downloads: 184
Pobrano: 184

Advertising – psychological aspects of the influence of marketing tricks

- Olejniczak Aneta

Promotional activities planned in research institutes are supposed to draw the attention of entrepreneurs, institutions and individuals to the offered services. The implementation of a marketing program usually involves participation in conferences, seminars, workshops. Organising and participating in the above-mentioned events gives the opportunity to share valuable information, remarks and allows updating and preparing new solutions in the scope of research and services that can be offered. Another means of promotion is the Internet website, which can contribute to raising interest in the presented offer. Another important element is also the publication of informative materials like catalogues, leaflets, brochures, publishing … Czytaj więcej »

Downloads: 190
Pobrano: 190

Research and scientific achievements as media events

- Matulewicz Jaromir

In Polish science much more is going on, than what media reports suggest. Why is that the number and volume of these reports is small, they appear rarely and their rank isn’t really high? Participating in various kinds of events devoted to scientific achievements (eg. conferences, meetings) it is possible to notice that representatives of the media are present only at few such events. Even when press conferences or other events for representatives of the media are held, the interest of the media is low. After all one of the key instruments of public relations is press conference at which … Czytaj więcej »

Downloads: 217
Pobrano: 217

The role of marketing of higher education institutions in creating the image of cities and regions

- Kijanka Anita

Education is one of the most important elements of the contemporary world. It constitutes the foundation of development and the direction of development of particular areas. The progress of civilization associated with, among others, the development of information technology, has caused a transition from an industrial society to information society. Currently information and knowledge are the basic elements of efficient functioning of companies, institutions and individuals. Information has become a commodity, which is often treated as a more precious commodity than material goods. In a society based on knowledge, in which we live, there is a constant need for improvement … Czytaj więcej »

Downloads: 116
Pobrano: 116

Modern library and the promotion of a scientific institution

- Kaczyńska Kamila

Library has for centuries been associated with books arranged systematically on shelves, ubiquitous silence and dust. Despite constant changes taking place in libraries, they are still regarded as outdated, archaic creations. The history of libraries dating back to the third millennium B.C. and the moment of introduction of printing presses (15-16th century) is evidence of very small social coverage. Since the end of the 20th century libraries and library services have been under strong pressure of the development of science and technology, that’s why adapting to the surrounding world they are experiencing „a new start”1. Apart from previous functions: collecting, … Czytaj więcej »

Downloads: 187
Pobrano: 187

The image of universities from the point of view of students and high school graduates

- Grech Michał

In this article the most important results and conclusions from two surveys are presented. The first one is an internal survey conducted among the students of the University of Wrocław. The second one is a survey conducted among students of final grades of high schools located in Wrocław. Both surveys were conducted in the years 2007-2009 on the territory of Wrocław. Taking into consideration the purposes of this work, we will focus just on the most significant results and conclusions from the conducted surveys. Full set of data is available in a book discussing the results of a survey on … Czytaj więcej »

Downloads: 163
Pobrano: 163

Fairs as a tool of marketing activity of research and scientific institutions

- Gębarowski Marcin

Dynamic changes in the surroundings of scientific and research institutions now taking place force these entities to search for ways to efficiently communicate with representatives of diverse groups which are important from the point of view of their marketing activities. In this context it seems that one of the least appreciated instruments are fairs, which in their contemporary form offer rich opportunities for presenting the offer of exhibitors. Taking advantage of the potential of contemporary exhibitions requires understanding their essence and the knowledge of rules concerning proper preparation and management of participation in trade fairs. Moreover, it is necessary to … Czytaj więcej »

Downloads: 147
Pobrano: 147

Scientific and research institutions’ utilization of Internet tools for marketing research

- Dec Damian

The predecessor of the online survey, which is the subject of this work, is the e-mail questionnaire. E-mail questionnaires are included in the content or the attachment to an e-mail. Its main disadvantage is the fact that the content of the message can be displayed in varied ways depending, among others, on the kind of e-mail program used by the respondent. Moreover, the respondent has to save the message on his own hard drive and later send it back to the address provided in the invitation to the survey. In practice what is required from the respondent exceeds his willingness … Czytaj więcej »

Downloads: 156
Pobrano: 156

Cooperation of universities as an element of support for innovation in regions

- Danielewicz Piotr, Wróblewski Mateusz

The transfer of knowledge and technology from the scientific environment to the industry is most beneficial for the creation of a good atmosphere for the development of science. The socio-economic growth of Poland opens new opportunities to us and allows us to think what could be done to help Polish science keep up with the best. Even though in the recent years there have been initiatives aimed at stimulating positive changes in this area, the scale of transfer of knowledge from science to business is still unsatisfactory. Large number and small size of institutions as well as the failure to … Czytaj więcej »

Downloads: 90
Pobrano: 90