no 3/2013

September 2013

  1. The role of higher education institutions in shaping the intellectual capital in light of marketing innovation
    - Białoń Lidia
  2. Marketing based on knowledge as a basis for strategy of research institution – on the example of the Packaging Research Institute
    - Kobylarz Marzenna, Kuzincow Joanna, Tkaczyk Stanisław, Żakowska Hanna
  3. Outer personal marketing as the element of the holistic orientation of organization
    - Baruk Agnieszka Izabela
  4. Marketing of knowledge based services
    - Pluta-Olearnik Mirosława
  5. Marketing automation processes as a way to improve contemporary marketing of a company
    - Świeczak Witold
  6. Marketing communications in industrial B2b markets enhancing the value of the corporate brand relying on common added values
    - Monrabal Jose Ignacio

The role of higher education institutions in shaping the intellectual capital in light of marketing innovation

- Białoń Lidia

The systemic approach implied by marketing innovation requires professional shaping of the intellectual capital. Innovation marketing shall fulfill its role on the basis of 5 i’s principle. Fulfillment of those tasks requires specialists, thoroughly trained in marketing, management and in the theoretical foundations for innovative activity. The higher education institutions are responsible for preparing such specialists. The fundamental problems lie both in constructing adequate curricula and in training the instructors for using them in class. On the one hand, such program should derive from the logic of the processes of innovation; on the other it should draw from the rules … Czytaj więcej »

Downloads: 190
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Marketing based on knowledge as a basis for strategy of research institution – on the example of the Packaging Research Institute

- Kobylarz Marzenna, Kuzincow Joanna, Tkaczyk Stanisław, Żakowska Hanna

Basis for marketing activities of COBRO – Packaging Research Institute are two main issues. First of all, as a small research and development centre, COBRO has no funds to carry out specialized marketing department. On the other hand, due to huge growth of packaging market, all needs of stakeholders – companies but also other research institutions seeking consortium members – cannot be entirely identified or forecasted, and practical solutions are created in the course of cooperation. For all that reasons Institute has developed its own concept of the knowledge-based marketing, which means more flexible use of the potential of academics … Czytaj więcej »

Downloads: 158
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Outer personal marketing as the element of the holistic orientation of organization

- Baruk Agnieszka Izabela

In the article the problems related to outer personal marketing as the fundamental element of the holistic marketing orientation were presented. The essence of holistic attitude was shown and its role in the effective marketing activities directed to employees of a scientific organization was underlined. The special attention was paid to the key role of potential empoyees’ knowledge about this approach. On the base of the results of the empirical researches one can state that its level is very low. It is one of the main barriers in the process of outer personal marketing implementing in the case of a … Czytaj więcej »

Downloads: 184
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Marketing of knowledge based services

- Pluta-Olearnik Mirosława

The issues discussed in this paper refer to the contemporary role of services in the knowledge-based economy. The author identifies the fields of services that currently constitute the so-called economy development carriers and names them knowledge-based services. Educational, research, and information and communication, as well as business services are particularly significant in this group of services. Despite the diversity of the enumerated services between industries, their common feature is offering customers the basic value in the form of professional knowledge based on the intellectual capital of individual service organisations. The author, relying on the concept of customer value management as … Czytaj więcej »

Downloads: 276
Pobrano: 276

Marketing automation processes as a way to improve contemporary marketing of a company

- Świeczak Witold

The main aim of this article is to identify the possibilities which are given to contemporary companies thanks to the usage of processes included in marketing automation system. This publication deals with the key aspects of this issue. Its shows how the importance of the organization changes, how its value increases, as a result of using the tools which are provided by the processes included in the concept of marketing automation. This article defines the factors and processes which influence an effective course of actions taken as a part of marketing automation. Because the concept of marketing automation is a … Czytaj więcej »

Downloads: 233
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Marketing communications in industrial B2b markets enhancing the value of the corporate brand relying on common added values

- Monrabal Jose Ignacio

Today, industrial Business-to-Business (B2B) markets are mainly characterized by a highly trained customer for making rational decisions in a highly competitive and global market, requiring more than ever organizations to approach their markets with a single and consistent message. Such demanding scenario requires to define a corporate brand transmitting in one message all the advantages that a Customer may appreciate in the long-term, based not only on what the company stands for in the market, but also the benefits of all its products throughout its portfolio. Such elements are referred as Common Added Values (CAVs), being some general examples the  … Czytaj więcej »

Downloads: 257
Pobrano: 257