Marketing Strategies of Cluster Development in Retailing Sector

Viktoria N. Ostrovskaya (), Vyacheslav Y. Lapshin (), Larisa V. Ponomareva () and Timofey Yurchenko ()
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Viktoria N. Ostrovskaya: Center of Marketing Initiatives
Vyacheslav Y. Lapshin: G.R. Derzhavin Tambov State University
Larisa V. Ponomareva: Volgograd State University
Timofey Yurchenko: Institute of Management (Volgograd Branch)

A chapter in Integration and Clustering for Sustainable Economic Growth, 2017, pp 31-38 from Springer

Abstract: Abstract The purpose of the article is to verify the hypothesis and develop recommendations for selection and performance of marketing strategies of cluster development in retailing sector. As a method of verification of the offered hypothesis, this work uses the method of comparative analysis, with the help of which the authors compare activities of a particular enterprise and cluster in retailing sector and substantiate the necessity for the cluster using its own approach to selection of marketing strategy. The authors substantiate the necessity for use of various marketing strategies of development of separate enterprise and cluster entity in retailing sector, study specifics of marketing activities of cluster in retailing sector, compile recommendations for selection and performance of marketing strategies of cluster development in retailing sector, and develop the matrix of marketing strategies of cluster development in retailing sector.

Keywords: Marketing strategy; Development of cluster; Retailing sector (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:conchp:978-3-319-45462-7_4

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DOI: 10.1007/978-3-319-45462-7_4

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