MARKETING SUPPORT OF ENTERPRISES DEVELOPMENT IN TRANSPORT AND LOGISTICS CLUSTER
Journal Title: Вісник соціально-економічних досліджень - Year 2015, Vol 3, Issue 58
Abstract
The article defines the concept of «marketing support». It is offered to consider marketing support of enterprises in the transport and logistics cluster together with such issues as support of cluster allocation regions, cluster and enterprises formation within such region. The research results of the transport and logistics system enterprises regarding the application of marketing concepts for their development support are presented. The features of relationship marketing application in the cluster are identified, the algorithm of its implementation, principles of functioning in the cluster, and also the mechanisms of interaction are defied. It is offered to consider the relationship marketing concept as a basis for trust marketing development and stakeholder marketing that will contribute to the sustainable development of enterprises in the VUCA-world.
Authors and Affiliations
Nadezhda Popova
Keywords
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