Specyfika komunikacji marketingowej w klastrze
Key concept of marketing communication in a cluster

Summary/Abstract: Marketing communication in cluster supports activities that enhance the flow of information between companies as well as shapes the platform of knowledge and competence exchange. It also allows the implementation of various projects, especially those allowing cooperation between competitors on the market. Marketing communication promotes the development of reputation and image of the cluster in its environment as well as allows the identification of enterprises with the region. There is a need of further research, which on the basis of presented analysis will support understanding the characteristics of marketing communications in clusters.

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