<abstract xmlns="http://www.w3.org/1999/xhtml"> 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&amp;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.</abstract>

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

<abstract xmlns="http://www.w3.org/1999/xhtml"> There is no doubt that a recession is an extremely difficult period for most companies. Especially when a recession has universal dimensions, many companies find themselves unprepared to face great challenges. While marketing in good times has a long-term focus, a broad scope, it is benefits- and opportunities-driven and proactive, in bad times it has a short-term focus, limited and narrow scope, it is cost-and sales-driven and reactive.Panic is not the right reaction. Such difficult times should be overcome through methodical and well planned actions. After all, research has shown that those companies that take a proactive stance and treat the recession as an opportunity are likely to come out of the crisis stronger than before.Specific marketing activities have been proved to be beneficial to companies during a downturn. Below we analyze, ten marketing survival strategies and tactics.</abstract>

Marketing Strategies and Tactics an a Period of Recession

<abstract xmlns="http://www.w3.org/1999/xhtml"> Interest in the subject of this article arose in connection with searching for the causes of this innovativeness of the Polish economy compared to other EU countries. It was also accompanied by the desire to find possible solutions to this situation, discovering various methods of increasing the level of innovativeness in Poland.We are assuming that the level of innovativeness is affected by social awareness in the field of innovativeness. The basic, root cause of this state of innovativeness of the country is the level of awareness of innovation. An innovative economy cannot be built in an uninnovative environment.An attempt has been made in this paper to answer the following three questions:• How can the concepts of innovativeness and innovativeness awareness be defined, and why should they be discussed?• What role can higher education institutions play in shaping innovativeness awareness in society• What marketing actions of a higher education establishment can contribute to this role being fulfilled?</abstract>

The Role of University Marketing in Shaping Innovation Awareness

<abstract xmlns="http://www.w3.org/1999/xhtml"> This paper addresses management issues of brand alliances as part of a scientific organisation’s marketing strategy. Though brand alliances have become quite popular with consumer products they seem to be exceptions in the marketing context of academic or scientific organisations. Against this background, the paper develops a brand alliance approach considering requirements of strategically marketing scientific organisations. As a starting point, brand alliances are discussed as a sub-category to brand combinations. Furthermore, opportunities for scientific organisations associated with the alliance approach are elucidated as well as, from a more general perspective, major threats. In the following course, the paper focuses on modelling a framework of customer-based brand alliance effects, referring to the behavioural sciencebased view of brands which conceptualises brands as the psychological reaction to the exposure of brand elements like a name, logo or symbols. In that context, prerequisites for success are examined as well. Further, essential components of a brand alliance management process are discussed and its application to scientific organisations is expounded. Aspects like, e.g., choosing and evaluating a partner brand, positioning a brand alliance or monitoring brand alliance performance are illuminated. In regard to practical application also factors and requirements for organisation’s brand alliance success are outlined.</abstract>

Brand Alliance. Building Block for Scientific Organisations’ Marketing Strategy

<abstract xmlns="http://www.w3.org/1999/xhtml"> In the article the problems of work perceiving by employees of scientific organizations in the context of marketing orientation rules were presented. It has the theoretical-empirical character. The following research goals were to be gained: identifying the way of work perceiving by respondents; defining the potential dependences between the way of work perceiving (especially its stress dimension) and chosen aspects of professional life. 4 research hypotheses were to be verified. In the empirical part the results of the field researches were presented. To analyse gathered field data the method of correspondence analysis was used. It allowed to gain the research goals and to verify the hypotheses. All of these hypotheses were confirmed. It means that there are statistically significant dependences between the way of work perceiving (especially as stress factor) and analysed row variables. They are relatively the strongest in the case of respondents’ openness for improvement of their intellectual potential. The gained results show that scientific organizations playing the role of employers must conduct activities leading up to positive work perceiving by employees. In this case employees want to improve their knowledge and skills. They are ready to co-create the positive image of given employer too.</abstract>

Work Perceiving by Employees and Its Consequences

<abstract xmlns="http://www.w3.org/1999/xhtml"> The brand image is fundamental for the scientific institution. In the high- competitive market the brand may have a significant impact on students decisions but also the decisions made by other stakeholders. The usage of online tools in creating brands and the brand awareness is standard nowdays and is present in many business strategies. The aim of the article is to present the problem on the example of scientific institutions. Based on literature review and empirical study the authors described the usage of most popular online tools in creating the scientific institutions’ brands.</abstract>

Building Scientific Institution’s Brand with Online Instruments

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Marketing of Scientific and Research Organizations

The main goal of the journal is to present the newest research results and practical solutions that are being implemented by scientific and research organisations amongst which are the leading European scientific institutes, education institutions and technology parks. The journal brings together the marketing staff of research institutes, higher education institutions and interested parties to enable the further broadening of knowledge and competencies and which enables renowned key players, leading scientists and practitioners in the field of marketing from the whole of Europe to truly join forces. Articles published in this journal range from marketing theory and practice through the possible uses and scope of marketing in practice in the Polish and international economic sector. It also presents the experiences of Polish and international organizations involved in scientific research. Marketing of Scientific and Research Organizations publishes in the Open Access system – free of charge. For authors, publishing in an Open Access journal offers increased citation rates, quicker impact, and wider research collaborations.  Rejection rate:   20%  Main topics:  1. Marketing tools of scientific and research organisations:    E-mail marketing  E-marketing of scientific and research organisations  Marketing strategies in combating the economic crisis  On-line marketing strategies  Education and work fairs as a form of promotion  Trends in marketing studies  Marketing trends and directions of scientific and research organisations  Implementation of new domestic and international strategies  Analytical and research tools in the marketing of scientific and research organisations  Search engine optimisation  2. Social media:    Facebook marketing trends  The Impact of Internet in Public Relations  Legal framework for social media marketing  Social media and SEO  New societies in marketing  Social networks and recommendations of the best communication solutions  Social media – it is not only Facebook  Social media – blogs, forums, chats  3. Marketing communication management:    Research on the effectiveness and efficiency of marketing communication  Building the positive image of scientific and research organisations  The significance of the brand in the operations of a scientific organisation  Strategic management in scientific and research organisations in the Polish economic practice  Product management in research services  Corporate social responsibility (CSR) in theory and practice  B2B marketing  Mobile marketing  Personal marketing as a tool for creating the scientific organisation’s image  Psychology of advertising  Media relations – effective media cooperation  Media trends  4. Selected detailed topics:    Celebrities in advertising of scientific and research institutions  Event marketing  Experiences of a direct marketing agency  Marketing in a scientific library  Sources of funding scientific research  Ethics in marketing  Advantages of cooperation between scientific organisations and enterprises  Employee intellectual capital – the advantage of a competitive institution  Marketing of higher education institutions  Determinants of marketing and the effects of the crisis on a scientific and research organisation  Copyright and intellectual property in marketing and advertising  5. Marketing of new technologies and R&amp;D products:    Marketing mix tools in the implementation of new technologies and R&amp;D products  New technologies in marketing  The use of new technology tools in marketing  Marketing and strategies of start-ups  Commercialization of research results and new technologies  Transfer of knowledge from science and research centres to industry  Technological trends and the use of marketing tools  Management of products / offers portfolio of the research and development institution  TechnoMarketing  New technologies and marketing strategies  MarTech market     Archiving  Sciendo archives the contents of this journal in Portico - digital long-term preservation service of scholarly books, journals and collections.  Plagiarism Policy  The editorial board is participating in a growing community of Similarity Check System's users in order to ensure that the content published is original and trustworthy. Similarity Check is a medium that allows for comprehensive manuscripts screening, aimed to eliminate plagiarism and provide a high standard and quality peer-review process.  This journal is primarily targeted at professionals dealing with the marketing of scientific and research organizations. Its target readers include the staff of research institutes, higher education institutions, academic research centres, and organizations, associations and establishments providing assistance in scientific research, as well as students and all those who are interested in the subjects covered by the research.  The journal not only offers a unique opportunity to become familiar with the current trends, new tools and instruments and strategies in the marketing of scientific and research organisations but is also constitute the ideal professional environment for the fruitful exchange of views and constitute an invaluable networking scenario. 