![]() The choice of means of promotion is individualized and depends on the assumed targets and needs. For this reason they use various means of promotion. The conveyed messages contribute to propagating knowledge about research-development units, leading as a result to generating an appropriate preference for them on the market 4. Pabian (ed.), Środki i formy marketingowego oddziaływania na konsumentów, Częstochowa 2008, pĢ their capacities and research concepts, achievements, mission, strategy for development their position on the market, characteristics of the unit, offered product. Wood, Plan marketingowy, Warszawa 2007, p A. It is a complex of actions and assets, which R&D institutions use to inform the market 3 about, among others: r. Promotion of research-development units Promotion is one four instruments of marketing-mix, which constitutes an important factor of marketing strategy. Processes, which also involve managing relations with clients, gaining this way benefits for both the organization and the stakeholders 2. According to the above-mentioned term, marketing is: a function of an organization and a collection of processes leading to the generation of value for the client, delivering it and communicating about it. An important element which we need to emphasize and which finds a reflection in the definition of marketing, which has been accepted by the American Marketing Association 1, is undoubtedly generating and maintaining relations with the client who currently has a broad choice in the world of global competition. Above all, this encourages to carry out successive analyses of the market, learning about the needs of potential clients and skillfully shaping marketing strategy and elements of the marketing-mix. Growth of competitiveness of services on the market has made marketing into an indicator which to a large extent determines the success or failure of both companies and R&D units. The goal of such action is not only drawing attention or staying on the market, but also facilitating commercial activity, building strong relations with clients and as a consequence, achieving success. It is to a large extent formed by the processes of globalization, which naturally boosts competition between companies, institutes and universities forcing them to apply marketing management to their activities. The Research and Development Centre for Building Insulation Industry, Katowice Introduction The contemporary market is subject to continuous, dynamic development and changes. EXPERIENCES OF THE THE RESEARCH AND DEVELOPMENT CENTRE FOR BUILDING INSULATION INDUSTRY (COBR PIB) Wioleta Śmiszek Lindert, Ph.D. ![]() dr hab.1 THE SIGNIFICANCE OF MARKETING FOR THE DEVELOPMENT OF RESEARCH AND DEVELOPMENT INSTITUTIONS. We also thank all the authors, representing various research centers, universities and institutions by which arose in this paper. Piotr Majer and Dr Ivan Iurlo whose valuable comments were received on the final shape of this study.
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