The significance of marketing for the development of research and development institutions. Experiences of the Research and Development Centre for Building Insulation Industy (COBR PIB)
Journal Title: Prace Instytutu Lotnictwa - Year 2012, Vol 227, Issue 6
Abstract
The contemporary market is subject to continuous, dynamic development and changes. 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 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. 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. 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. 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, is undoubtedly generating and maintaining relations with the client who currently has a broad choice in the world of global competition. 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. Processes, which also involve managing relations with clients, gaining this way benefits for both the organization and the stakeholders
Authors and Affiliations
Wioleta Śmieszek-Lindert, Artur Miros
Keywords
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