CLUSTER MARKETING: AN ALTERNATIVE APPROACH TO MARKETING PLANNING AND IMPLEMENTATION

Abstract

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.”

Citation

Czerniawski, R.D. (1986), "CLUSTER MARKETING: AN ALTERNATIVE APPROACH TO MARKETING PLANNING AND IMPLEMENTATION", Journal of Consumer Marketing, Vol. 3 No. 2, pp. 81-86. https://doi.org/10.1108/eb008165