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Marketing Communications in Research Commercialisation

In: Marketing in University-Industry Technological Collaboration

Author

Listed:
  • Malgorzata A. Grzegorczyk

    (Nottingham Trent University)

Abstract

This chapter discusses some essential elements of marketing communication for successful university-industry research commercialisation. It considers challenges and barriers to inclusion of marketing in university-industry technology transfer. The reader is provided with important considerations for effective marketing communication geared to university-industry technology transfer? The chapter also addresses the characteristics of good communications in this context. The reader is reminded that fundamentally innovation is a people-centred activity and strong relations between people is central to innovation success.

Suggested Citation

  • Malgorzata A. Grzegorczyk, 2021. "Marketing Communications in Research Commercialisation," Springer Books, in: Marketing in University-Industry Technological Collaboration, chapter 0, pages 69-80, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-83678-8_4
    DOI: 10.1007/978-3-030-83678-8_4
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