MARKETING INTELLECTUAL PROPERTY

Aldona-Małgorzata Deren,Jan Skonieczny

doi:10.15276/mdt.2.2.2018.2

Abstract

Marketing is variously defined. However, it is most often perceived as a process described in the Marketing-mix 4P, Marketing-mix 5p and Marketing-mix 7P and created values for consumers. The new marketing-mix concept developed by the authors (Product, Patent and other Intellectual Property Rights; Price; Promotion; People; Process; Physical evidence) has important practical implications for innovative enterprises, especially those that base their market activity on new information technologies. The model thus developed is an integral part of the rail model developed by the authors, which combines marketing strategies (market penetration, product development, market development, diversification) with strategies for protection of intellectual property resources (patent, sale, license, franchise) DOI: 10.15276/mdt.2.2.2018.2

Highlights

PhD Eng., Faculty of Computers Science and Management Wroclaw University of Science and Technology (Wroclaw, Poland)
The new marketing-mix concept developed by the authors (Product, Patent and other Intellectual Property Rights; Price; Promotion; People; Process; Physical evidence) has important practical implications for innovative enterprises, especially those that base their market activity on new information technologies
The model developed is an integral part of the rail model developed by the authors, which combines marketing strategies with strategies for protection of intellectual property resources

Summary

Introduction

PhD Eng., Faculty of Computers Science and Management Wroclaw University of Science and Technology (Wroclaw, Poland). The new marketing-mix concept developed by the authors (Product, Patent and other Intellectual Property Rights; Price; Promotion; People; Process; Physical evidence) has important practical implications for innovative enterprises, especially those that base their market activity on new information technologies. The concept proposed by us consists of 8P (Product, Patent and other Intellectual Property Right, Price, Place, Promotion, People, Process, Physical evidence).

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Conclusion