Abstract
The paper considers the role of Integrated Marketing Communication in enhancing the brand awareness of high-tech laboratories. By acknowledging the great interaction of public and private laboratories with high-tech companies, the study is aimed at developing a simulation model to be incorporated in the marketing strategy of laboratories. The comprehensive dynamic simulation model that was developed highlights the emphasis that should be placed when B2B marketing activities are the matter of concern. Marketing Dynamic Simulation Modelling is based on the principles of Integrated Marketing. It has been tested in both private and public laboratories, concluding that marketing in the private sector receives more attention than in the public sector. The proposed model incorporates all the components for successfully marketing laboratories by taking their budget restrictions into consideration.
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