engleski

The Role of Integrated Marketing Communication in Cluster Development

Clusters are currently recognized as instruments to increase the competitiveness of national economies and that is why they are receiving an increasingly important role in the European, as well as Croatian economy. Nonetheless, the main objectives, activities and benefits that clusters provide to their members, as well as their impact on the development of certain areas of the economy often are insufficiently visible and transparent.Integrated marketing communication (IMC) is a key activity in creating greater visibility and recognition of clusters in the Republic of Croatia. Precisely, the implementation of integrated marketing communication creates prerequisites for attracting new cluster members, including not only companies but also the scientific community and public institutions, in order to ensure the high-quality work of clusters. The concept of integrated marketing communication today, unlike in the 80s of the last century, takes on a whole new meaning, because marketing experts are facing the challenge of harmonizing the communication message with consumers using classical channels with those using interactive digital media. In this matter, it should be borne in mind that digital media provide incredible opportunities for creative expression, but also do not tolerate literal taking over of creative strategy developed for traditional media. It seems to be a great challenge for managers, related to both clients as well as marketing agencies, often insufficiently informed on this matter (especially the elder generation). This paper is based on secondary research and consists of a theoretical part explaining the concept of clusters and their basic features, including the specifics of cluster marketing and communication, as well as the analysis of some cluster cases.

marketing; clusters; integrated marketing communication; message; media

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