Abstract

The article presents an introduction to the concept of marketing communication in high-tech companies based on the available literature of the subject. The article describes comprehensive communication that can be used by high-tech sector. The publication begins with an indication of marketing communication in the light of current literature on the subject, an explanation of the characteristics of marketing communication strategies and recommendations that can be used in practice. It then identifies how marketing communication strategies could be applied in practice. For the purposes of the article, a case study was conducted in the period of February 2025 - March 2025. The essence of the study is, first of all, to encourage managers from high-tech sector to increase the awareness of the managers to conduct a specific marketing communication directed to the innovative companies. The entire publication is summarized by the conclusion and a list of literature.

Author (1)