摘要：Clustering trends of national and world economy have been defined to require a new look at the practice of enterprises management. The objective transformation of the economy toward the client and total creating of customized value with the customer has been proved to require appropriate changes in the organization of marketing activities. It has been specified that an enterprise becomes an active participant in the market and by means of reflection it both determines the requirements of consumers to the attributes of the proposed values, and forms microinstitutes and organizational routines to ensure the achievement of re quirements to these attributes. The article studies the problems of providing appropriate harmonization of cluster members' interests.
关键词：marketing activities organization; the cluster-network structure; coordination of ;interests; marketing-mix; the institutionalization of interaction; long-term loyalty; zone of compromise.
