Determinant Factors of the Marketing Activity of Scientific and Research Institutions

Abstract

In the article the internal and external determinant factors which influence research and scientific institutions’ choice of business orientation are presented. Typical business orientations fit for application in such institutions for the purpose of carrying out market tasks are presented. Against their background the tasks of marketing in such institutions are outlined and the currently available set of marketing instruments at their disposal is discussed.

Keywords

• marketing
• scientific institution
• product portfolio
• determinants of marketing activities