Use of Content Marketing Strategy Tools in the Polish Research Institutes

Świeczak Witold ()
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Świeczak Witold: Institute of Aviation, Warsaw, Poland

Marketing of Scientific and Research Organizations, 2016, vol. 22, issue 4, 103-134

Abstract: 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.

Keywords: content marketing; social media marketing; inbound marketing; content marketing tools; marketing; minib (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:22:y:2016:i:4:p:103-134:n:7

DOI: 10.14611/minib.22.12.2016.14

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