Marketing support of enterprises development in transport and logistics cluster

Nadezhda Popova
PhD in Economics, Associate Professor, Head of Marketing Department, Kharkiv Institute of Trade and Economics of Kyiv National University of Trade and Economics, E-mail:pnv-15@ukr.net

Cite this article:

Popova, N. (2015), Marketing support of enterprises development in transport and logistics cluster. Ed.: M. Zveryakov (ed.-in-ch.) and others [Marketynhova pidtrymka rozvytku pidpryiemstv u transportno-lohistychnomu klasteri; za red.: M. I. Zveriakova (gol. red.) ta in.], Socio-economic research bulletin (ISSN 2313-4569), Odessa National Economic University, Odessa, Issue 3, No. 58, pp. 187–197.

Abstract

The article defines the concept of «marketing support». It is offered to consider marketing support of enterprises in the transport and logistics cluster together with such issues as support of cluster allocation regions, cluster and enterprises formation within such region. The research results of the transport and logistics system enterprises regarding the application of marketing concepts for their development support are presented. The features of relationship marketing application in the cluster are identified, the algorithm of its implementation, principles of functioning in the cluster, and also the mechanisms of interaction are defied. It is offered to consider the relationship marketing concept as a basis for trust marketing development and stakeholder marketing that will contribute to the sustainable development of enterprises in the VUCA-world.

Keywords

marketing support; relationship marketing; trust marketing; stakeholder marketing; transport and logistics cluster; VUCA-world.

JEL classification: M310, L140, R410

UD classification: 33.656

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