Digital Methods of Marketing Resources Distribution of a Scientific Organization
https://doi.org/10.26794/2304-022X-2019-9-3-63-71
Abstract
In relation to the needs of the implementation of the marketing function of a scientific organization (SO), marketing models and characteristics of perspective information and communication tools are being analyzed. These tools are systematized from a view of ensuring visualization of scientific results, efficiently targeted and at the same time more dissemination of information about new scientific results. Comparative characteristics of perspective channels of sources interaction and potential consumers of scientific products are given. It has been proven that the most effective marketing tools for SO should be a marketing strategy formation for their activities, website development, the participation of scientists in scientific and applied events, the preparation of popular science information materials for network platforms, etc. The necessity of developing a strategy for the marketing direction of the SO is substantiated. The marketing strategy of a scientific organization should include mechanisms for identifying priority and perspective marketing channels used for scientific communication, as well as for direct interaction and cooperation of developers with each other, as well as with potential consumers. In practice, the SO marketing strategy can be implemented by mean of social networks using, being created and developed an organization’s website, or joined multilateral platforms, etc.
Keywords
scientific organization marketing,
marketing resources,
marketing technology,
multichannel marketing
Supporting agencies: Work is performed with assistance of the Russian Foundation for Basic Research (RFBR) (grant № 17–02–00095 OGN). The paper has been prepared as a part of the report for the International Scientific and Practical Conference “System Economics, Socio-Economic Cybernetics and Soft Measurements in Economics — 2019”.
About the Authors
R. M. Kachalov
Central Institute for Economics and Mathematics of the Russian Academy of Sciences
Russian Federation
Russian Federation
Roman M. Kachalov — Dr. Sci. (Econ.), Professor, Head of laboratory, Central Institute for Economics and Mathematics of the Russian Academy of Sciences
Moscow
Yu. A. Sleptsova
Central Institute for Economics and Mathematics of the Russian Academy of Sciences
Russian Federation
Russian Federation
Yuliya A. Sleptsova — Cand. Sci. (Econ.), Senior Researcher, Central Institute for Economics and Mathematics of the Russian Academy of Sciences
Moscow
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Review
For citations:
Kachalov R.M., Sleptsova Yu.A. Digital Methods of Marketing Resources Distribution of a Scientific Organization. Management Sciences. 2019;9(3):63-71. (In Russ.) https://doi.org/10.26794/2304-022X-2019-9-3-63-71
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