Business cannot function efficiently without an effective cooperation linkage between science and business. The initiator and organizer of this cooperation should be the research centers, who have the most recent knowledge base and the highly skilled staff, with different specialties capable to make an efficient flow putting knowledge into practice. The article shows that the principal breakthrough leads in the commercialization of researches. Spin-off companies created at the research centers are a big call for the cooperation between science and business. Additional financial support for projects linking science and business environments are also desirable.
Far-reaching changes taking place in Poland over the recent years, a time of strong competition and tough market rules in all branches forces companies to resort to more effective marketing management. These institutions look for efficient ways of communicating with various groups, both from thé internal and the external environment. In this context event marketing can be regarded as an innovation in marketing, which — used by big corporations around the world — can certainly be a promotion tool for Polish scientific and research institutes. The organization of various events, as well as promoting them both among employees and external recipients is a part of marketing strategies of many scientific and research institutions. The goal of this article is to show that marketing activity of scientific and research institutions creates, the opportunity to reach a broad group of recipients. A few examples of events organized by the Institute of Aviation in Warsaw are also presented in this article.