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2016 | vol. 2, t. 320 Differences of Local Production Systems' Performance in the European Union and Beyond - Comparative Analyses | 65--74
Tytuł artykułu

Marketing Strategy of Apparel and Textile Cluster in Southwest Region of Bulgaria

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Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
This paper provides an analysis of marketing activities and marketing organization of the Southwest apparel and textile cluster in Bulgaria. The first section of the paper gives an overview of the organization and functioning of the cluster. The second section focuses on the cluster marketing, analyzing its success to date and identifying the challenges it faces going forward. The purpose of the research report is to present and to analyze the marketing strategy of "Inter Moda Trading Cluster" in the Southwest region of Bulgaria. The sources of data which have been used in the research process are: official trade publications, cluster's publications (internet site, bulletins, brochures, newsletters etc.), internal documents, depth interviews that were carried out with cluster's top managers and the Chair of the Commercial Chamber in the city of Kyustendil. (original abstract)
Twórcy
  • University of National and World Economy in Sofia
Bibliografia
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  • Guercini S., Woodside A.G. (2012), A strategic supply chain approach: consortium marketing in the Italian leatherwear industry, "Marketing Intelligence & Planning", vol. 30, no. 7, p. 700-716.
  • Mladenova G. (2014), A marketing approach to the local production systems management, [in:] A. S. Novoselov, V.E. Selivestrov (eds.), Local production systems and regional economic development, Novosibirsk-Sofia-Lodz-Ternopil, p. 22-34.
  • Morgan R., Hunt S. (1994), Commitment-trust theory of relationships marketing, "Journal of Marketing", vol. 57, July, p. 20-38.
  • Porter M. (2000), Clusters and the new economics of competition, "Harvard Business Review", vol. 76, no. 6, p. 77-90.
  • Tu H. (2011), Cluster Marketing Models and Strategies: The Implications Thereof in the Chinese High-Tech Industry, "The International Journal of China Marketing", vol. 1(2), p. 34-44.
Typ dokumentu
Bibliografia
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bwmeta1.element.ekon-element-000171433364

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