The Role of Research Staff in Marketing Communication at the Institute of Logistics and Warehousing

The aim of this article is to present the findings of studies conducted on the activity of scientific research staff in the scope of marketing communication conducted by the Institute of Logistics and Warehousing (IL&W).

The author presents the activities of scientific research staff at the Institute of Logistics and Warehousing in the field of marketing communication. They serve to propagate information on the competencies of the research institute among potential business partners, solicit new projects and maintain good relationships with present clients.

The studies presented in this paper were conducted on selected managers of one of the product lines (electromagnetic compatibility) and one of several dozen products (EPC/RFID technology deployment). Particular attention has been paid to two topics of the 5th European Forum for Marketing of Scientific and Research Organizations:

• The intellectual capital of staff/students as the source of the competitive advantage of the institution,

• Studies on the efficiency and the effectiveness of marketing communication.