期刊名称:Marketing of Scientific and Research Organisations
印刷版ISSN:2353-8503
电子版ISSN:2353-8414
出版年度:2020
卷号:35
期号:1
页码:73-92
DOI:10.2478/minib-2020-0010
语种:English
出版社:The Institute of Aviation
摘要:Marketing communication of scientific units has gained a lot of importance at the time of the emergence and development of the hypermedia environment,in particular the Web 2.0 era.The objective of this article is to assess the degree of use of the website by scientific units in the context of potential cooperation with companies.The article presents the results of research conducted in the period 09.2017–03.2018 using the method of critical analysis of secondary sources in the form of websites of all parameterized scientific units located in the Lodz region.Research of the content of websites of scientific units confirmed that scientific units do not use the available spectrum of marketing communication tools in cooperation with companies and that they do not use the language of market benefits in the description of knowledge being the subject of commercialization.
关键词:cooperation;online marketing communication;R&D;scientific unit