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1 Pluta-Olearnik M.

1 2012

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Implementing new marketings strategies in scientific and research institutions

Pluta-Olearnik M.

Prace Instytutu Lotnictwa

2012

Nr 2 (223)

83--96

The goal of the work is to show the character and dynamics of changes in the environment of companies and market institutions and highlight the directions in which marketing strategies are going as a response to the new challenges. A detailed area of analysis is the R&D sector. Institutions from this sector have to adapt their activities to the requirements of the environment by using the concept of relationship marketing and the concept of customer value management. In the work secondary sources of information in form of specialist publications, research results of specialized agencies and the results of the author’s own research were used. Moreover, the work includes two examples presenting the models of functioning on the R&D market, based on modern organization and marketing solutions.