Small and Medium Enterprises Clusters: Marketing and Communication

Small and Medium Enterprises Clusters: Marketing and Communication

Paola Falcone (University of Rome “La Sapienza”, Italy)
DOI: 10.4018/978-1-59904-126-1.ch003
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Abstract

Small and medium enterprise clusters can get consistent benefits from a specific joint marketing and communication strategy. This chapter intends to identify, describe, and interpret motivations and factors that influence a cluster-collective promotion strategy. It also identifies and describes possible operational tools that can be adopted by cluster metamanagement organizations with a specific focus on collective brands introduction and management.

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