CLUSTER MARKETING: AN ALTERNATIVE APPROACH TO MARKETING PLANNING AND IMPLEMENTATION

Many marketers are missing an efficient means to grow their businesses and gain a competitive advantage by blindly implementing broadscale strategies and ignoring geographical segmentation. This introduces “Cluster Marketing,” a focused, local markets strategy based on two important principles of war: “economy of force” and “mass.”

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Year of publication:	1986
Authors:	Czerniawski, Richard D.
Published in:	Journal of Consumer Marketing. - MCB UP Ltd, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 3.1986, 2, p. 81-86
Publisher:	MCB UP Ltd

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Type of publication:	Article
Type of publication (narrower categories):	review-article
Language:	English
Other identifiers:	10.1108/eb008165 [DOI]
Source:	Other ZBW resources

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