In Slovakia, the transfer of technologies is supported by the National Support System for Technology Transfer. This system also includes different institutions and organizations such as: the Centre of Scientific and Technical Information, the National Centre for Science and Technology Popularization, the Patent Information Centre, clusters, technology parks, innovation centers and the like. Activities of mentioned institutions are directed to raising awareness of the protection of intellectual property and technology transfer in economic and social practice. Without the use of marketing activities, however, these efforts are not likely to succeed. The subject of my paper will be to highlight the current trends in marketing, specifically in the areas of marketing communications strategies.
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