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This book is the first to cover marketing management issues in
geographically remote industrial clusters (GRICs). The phenomena of
GRICs have increased in importance, especially in the Nordic
countries, due to changes in industry structures as well as
political ambitions. The practice of marketing and marketing
management is not singular to industry clusters in Nordic
countries. Remote areas in parts of the United States, South and
Central America, and South East Asia exhibit similar tendencies.The
problems faced by many entrepreneurial managers managing start-up
or even existing enterprises are complex and require an in-depth
understanding not only of the problems themselves, but also of the
contextual framework in which these problems need to be solved.
This book contains original cases that cover issues like cluster
formation, information gathering, marketing strategies and
operations, and information-technology. Examples come from
industries like textile & furniture, automobile,
agro-machinery, food, wine, software, and management consulting.
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