MARKETING COMMUNICATION OF SCIENTIFIC UNITS IN THE CONTEXT OF COOPERATION WITH LUBRICANTS MANUFACTURERS IN POLAND
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Wydział Zarządzania/Katedra Marketingu, Uniwersytet Łódzki, Polska
Submission date: 2020-10-14
Final revision date: 2020-11-27
Acceptance date: 2020-12-01
Publication date: 2021-01-29
Corresponding author
Piotr Niemiec
Wydział Zarządzania/Katedra Marketingu, Uniwersytet Łódzki, ul. Matejki 22/26, 90-237, Łódź, Polska
Organizacja i Zarządzanie 2020;82:199-214
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ABSTRACT
One of the groups of stakeholders of scientific units are lubricants manufacturers in Poland. The effective cooperation of scientific units with this group of stakeholders is possible only if the marketing communication process is constantly improved with the use of a properly selected range of marketing communication tools. The aim of this article is to identify views and preferences of companies which are lubricants manufacturers in Poland towards marketing communication with Polish scientific units. In this article the results of surveys carried out in the second quarter of 2020, using a survey method, among the companies which are lubricants manufacturers in Poland are presented. As a result of the studies conducted among 21 out of 32 identified lubricant manufacturers in Poland, it has been stated, among others, that over half of the surveyed companies have sporadic contacts with scientific units or do not have any contacts at all. Lubricants manufacturers in Poland perceive scientific units primarily as external analytical laboratories and later as technology suppliers. None of the surveyed companies assessed the degree of use of marketing communication tools by scientific units as being high or very high. Respondents named the electronic correspondence and face-to-face meetings as the preferred communication tools with scientific units. The obtained results were used to formulate recommendations for actions of scientific units in the area of marketing communication with this group of stake-holders.