Utilization of integrated marketing communication for the introduction of a new brand to the market. Case study of „Eko Patrol” of the Central Mining Institute

The concept of integrated marketing communication (IMC) combines diverse marketing tools for the purpose of securing transparency, coherence and maximization of the impact of communication. This, by assumption, bilateral, controlled flow of information between an organization and its partners makes it possible to build a coherent context of the conveyed messages, which influences the image and efficient positioning of the brand. The choice of appropriate IMC tools depends not just on the group of target recipients, but it also varies in different stages of the life cycle of product, or service.
In the article the experiences of the Central Mining … Czytaj więcej »

Social media as a source of market information


Nowadays information plays an important role in the development of companies. Information constitutes the main source of building competitive advantage allowing to make a good business decision, which leads to a company’s success on the market. Conducting marketing research makes it possible to obtain valuable information, but unfortunately this method is usually associated with the necessity of bearing high costs and in many cases research itself is conducted in an incorrect way and delivers incorrect information. We live in the age of information society, which is associated with the rapid development of the Internet and tools using the Internet allowing … Czytaj więcej »

Business model in research-development activity


The partners and allies of business practice in the processes of modernization of the economy are scientific-research institutions, such as scientific institutes, research-development units and universities. A market on which companies can look for the solutions they need and scientific-research institutions can look for inspiration, partners and capital is being formed. The market provides conditions for operation, development and implementation of developed solutions. Taking into consideration the complexity of market, technical, legal, financial, or intellectual property protection issues, research-development units are more and more frequently unable to function efficiently without a clear and unequivocal definition of goals, methods and conditions … Czytaj więcej »

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

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 »

The information determinants in marketing of a research and scientific institution

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 »