EFFECTIVE MARKETING OF CLUSTERS: ROLE, COMPLEXITY AND INTERNAL CHALLENGES FOR THE DEVELOPMENT OF THE COUNTRY AND ECONOMY

Abstract

The article emphasises the important role of marketing in improving cluster management and promoting their development. It shows significance of clusters in the processes of restoration and reconstruction of the national economy. The specifics and peculiarities of cluster management are determined, the expediency of improving the processes of cluster marketing management is proved. The article reveals aspects related to the complexity of the system called a cluster, cluster marketing - the structure and allocation of internal marketing, as well as problems that should be solved using internal marketing in clusters. It is concluded that through the use of internal marketing, clusters can become key drivers of innovation and collective creativity, an effective association with a common strategy, goals, a single identity and culture, which generates the development of leadership and management within the cluster. The authors focus on the internal marketing of cluster management as a means of achieving the overall goals of sustainable economic growth and competitiveness. The study identifies the internal problems and challenges faced by cluster members and provides possible solutions using internal marketing in the cluster.