Use of Content Marketing Strategy Tools in the Polish Research Institutes

Autor: Świeczak Witold
Jazyk: English<br />Polish
Rok vydání: 2016
Předmět:
Zdroj: Marketing of Scientific and Research Organizations, Vol 22, Iss 4, Pp 103-134 (2016)
Druh dokumentu: article
ISSN: 2353-8414
DOI: 10.14611/minib.22.12.2016.14
Popis: In the article were described issues associated with the use by scientific institutions content marketing strategy tools. This article shows the extent to which tools of modern marketing are used in the Internet communication by scientific institutions. Currently content marketing concept is accepted not only as a fashionable trend of modern marketing but above all, it is treated as an important tool to improve enough Internet message, to effectively interest to the users. A optimal selection and use content marketing tools it provides opportunities for enhancing efficiency in the reception (acceptance) of the generated message.
Databáze: Directory of Open Access Journals