Fairs as tool of marketing activity of research and scientific institutions

• Autorzy: Gębarowski M.
• Języki publikacji: EN

Abstrakty

EN

Dynamic changes in the surroundings of scientific and research institutions now taking place force these entities to search for ways to efficiently communicate with representatives of diverse groups which are important from the point of view of their marketing activities. In this context it seems that one of the least appreciated instruments are fairs, which in their contemporary form offer rich opportunities for presenting the offer of exhibitors. Taking advantage of the potential of contemporary exhibitions requires understanding their essence and the knowledge of rules concerning proper preparation and management of participation in trade fairs. Moreover, it is necessary to be aware of specific characteristics of trade fairs organized for particular market sectors, which to a large extent determine actions taken at exhibitions. In this context the purpose of this work is to identify the possibilities of utilizing trade fairs in course of marketing activities of Polish research and scientific institutions. In order to achieve this goal the article presents the essence of contemporary trade fairs and their characteristics important from the point of view of communication activities of research and scientific institutions. Another issue which is discussed here are the factors and the process which determine whether a trade fair appearance is efficiently prepared and carried out. The article presents also the typology of people visiting the stands of research and scientific institutions. In addtion the work presents exhibitions organized in order to stimulate cooperation between institutions from the area of science and research and the business sector.

Słowa kluczowe

EN

fair; tools of marketing activity

• Wydawca: Wydawnictwa Naukowe Instytutu Lotnictwa
• Czasopismo: Prace Instytutu Lotnictwa
• Rocznik: 2012
• Tom: Nr 2 (223)
• Strony: 43--60
• Opis fizyczny: Bibliogr. 15 poz., tab.

Twórcy

autor

Gębarowski M.

• Rzeszow University of Technology, Faculty of Management

Bibliografia

• 1. Appleyard J., How to exhibit at trade fairs. The complete guide to making your company’s next exhibition enormously rewarding, How to Books, Begbroke 2005,
• 2. Gębarowski M., Aktywność „potargowa” wystawców, „Forum Targów” 2008, Nr 1-2,
• 3. Gębarowski M., Praca stoiska podczas targów, „Gazeta Targowa” 2006, Nr 2 (272),
• 4. Gębarowski M., Reklama w czasie targów, „Gazeta Targowa” 2006, Nr 3 (273),
• 5. Gębarowski M., Twoje stoisko targowe musi być atrakcyjne i funkcjonalne, „Targi” 2009, nr 1,
• 6. Gębarowski M., Wskaźniki oceny efektów wystąpienia targowego, „Gazeta Targowa” 2005, Nr 2 (266),
• 7. Gębarowski M., Współczesne targi. Skuteczne narzędzie komunikacji marketingowej, Regan Press, Gdańsk 2010,
• 8. Gębarowski M., Zgrany team, „Forum Targów" 2007, nr 3/4,
• 9. Iłowiecka-Tańska I., Promocja w nauce. Poradnik dobrych praktyk. Ministerstwo Nauki i Szkolnictwa Wyższego, Warszawa 2007,
• 10. Locker P., Exhibition design, AVA Publishing SA, Lausanne 2011,
• 11. Malczyk T., Nyski Festiwal Nauki. Międzynarodowy wymiar popularyzacji nauki, Oficyna Wydawnicza PWSZ w Nysie, Nysa 2009,
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• 13. Przedsiębiorcza uczelnia i jej relacje z otoczeniem, pod red. M. Pluty-Olearnik, Difin, Warszawa 2009,
• 14. Siskind B., Powerful exhibit marketing. The complete guide to successful trade shows, conferences and consumer shows, John Wiley & Sons Canada, Mississauga 2005,
• 15. Wojciechowski H., Dudziński J., Międzynarodowe rynki zorganizowane, Wydawnictwo ZSB, Szczecin 1997.