Abstract
The article is devoted to study of marketing aspects of cluster management in retailing sector. The study was performed within the concept of marketing, concept enterprise management, concept of entrepreneurial activities, and concept of clustering of economy and contributes into their development. The author studied statistics and determined the role of clusters in retail business in development of economy of modern Russia, substantiated the importance of marketing component in provision of successful cluster management in retail business, and developed the “marketing mix” model for management of clusters in retail business. As a result of the research, it is possible to conclude that marketing aspects play a very important role in provision of competitiveness of cluster in retail business under the conditions of globalization and integration; the author offers recommendations for maximization of effectiveness of use of marketing instrumentarium of cluster management in retail business.
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Ostrovskiy, V.I., Troyanskaya, M.A., Shustova, S.V., Shchinova, R.A. (2017). Marketing Aspects of Cluster Management in Retailing Sector. In: Popkova, E.G., Sukhova, V.E., Rogachev, A.F., Tyurina, Y.G., Boris, O.A., Parakhina, V.N. (eds) Integration and Clustering for Sustainable Economic Growth. Contributions to Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-45462-7_9
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DOI: https://doi.org/10.1007/978-3-319-45462-7_9
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