Science-to-business Marketing
Science-to-business marketing (S2B marketing) entails the marketing of research conducted at research institutions, particularly universities, to industry or other interested parties. The acronym S2B follows a series of marketing acronyms used to shorten and popularise marketing specialisations, including (business-to-consumer, B2C) (business-to-consumer marketing) and (business-to-business, B2B) (business-to-business marketing). Introduction to science-to-business marketing Science-to-Business (S2B) Marketing aims at the use of marketing principles for the area of science, supporting the successful commercialisation of research competencies, capacities and results from a research institution to its research customers. The objective thereby is to develop, test and provide new models, instruments and proceedings for research commercialisation that enable universities and research institutions to market their research more effectively. The approach uses existing instruments from Busin ...
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Marketing
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is typically done by the seller, typically a retailer or manufacturer. Sometimes tasks are contracted to a dedicated marketing firm or advertising agency. More rarely, a trade association or government agency (such as the Agricultural Marketing Servic ...
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