Home Part 4 MARKETING COMMUNICATION TO INDUSTRIAL CLUSTERS OF SLOVAK REPUBLIC

 

Erika Loucanov√°

 Technical University in Zvolen, The Faculty of Wood Sciences and Technologies,

Department of marketing, trade and world forestry, Slovak republic

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Abstract

Currently, the growing attention is paid to the promotion and development of clusters, i.e. concentration of businesses and other cooperating institutions in a sector and region.

Despite of the economy globalization and sophisticated global communications technologies, the factor of geographical concentration should be declined, however the experts highlight the importance of direct contact with local and tacit knowledge. The aim of this paper is analyzing of marketing communication tools in different clusters of Slovakia.

 Key words: clusters, SME, marketing communication, competitiveness.

 JEL: M31

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