The role of personal marketing in forming the image of a science organization

• Autorzy: Baruk A. I.
• Języki publikacji: EN

Abstrakty

EN

The paper aims to define the role of personal marketing activities in forming the image of a science organization. Based on the critical-cognitive analysis of literature on marketing and management, the paper discusses different interpretations of image and definitions of image related concepts of identity, personality, reputation and brand in the context of science organizations. The work subsequently presents a classification of sub-images of a science organization as an employer, stressing the occurrence of image discrepancy caused by different perceptions of an organization by particular segments of the the personal proposition recipients. The theoretical deliberations are complemented by an analysis of the original empirical research conducted by means of a survey. Special attention is paid to examining how strongly different elements of personal proposition affect perceptions of a science organization. This is analysed mainly from the perspective of potential employees, who represent one of the most important target groups. As the empirical research has been carried out for several years it was possible to make a comparative analysis, which helped to identify and quantify changes in the significance of the analysed determinants of employer perception. Finally, the paper discusses the effects that the personal marketing orientation (or its lack) has on the image of a science organization. The work points out to a very wide spectrum of these effects embracing in fact all areas of an organization's operations.

Słowa kluczowe

EN

marketing tools; marketing of scientific and research institutions; marketing personal

• Wydawca: Wydawnictwa Naukowe Instytutu Lotnictwa
• Czasopismo: Prace Instytutu Lotnictwa
• Rocznik: 2012
• Tom: Nr 5 (226)
• Strony: 71--88
• Opis fizyczny: Bibliogr. 32 poz., rys., tab.

Twórcy

autor

Baruk A. I.

• Łódź University of Technology, Chair of Management and Innovation Systems, Poland

Bibliografia

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• Strony internetowe
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• - Niepewność pracownika, http://ceo.cxo.pl/news/342581/Niepewnosc.pracownika.html,
• - Polacy gotowi są mniej zarabiać, by ratować swoją firmę, http://wyborcza.biz/biz-nes/1,101562,6311577,_Rz_Polacy_gotowi_sa_mniej_zarabiac_by_ratowac.html, 14.10.2012 r.
• - Ponad polowa zwalnianych pracowników wynosi dane pracodawcy, http://ceo.cxo.pl/news/338570/Ponad.polowa.zwalnianych.pracownikow.wynosi.dane, 14.10.2012 r.,
• - Ying Gao S., What drives ideal employer image?, http://arc.hhs.se/download.aspx, 14.07.2012 r.