MARKETING INTELLECTUAL PROPERTY
Journal Title: Маркетинг і цифрові технології - Year 2018, Vol 2, Issue 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)
Authors and Affiliations
Aldona-Malgorzata Deren, Jan Skonieczny
Keywords
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- EP ID EP308063
- DOI 10.15276/mdt.2.2.2018.2
- Views 112
- Downloads 0
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