Podsolonko M. Marketing actualization in recreational entrepreneurship clusters

The thesis solves the scientific problem of economic-organizing mechanism formation of interaction between marketing and clusters that allows creating conditions for new small business start-up and local population employment level growth in underdeveloped recreational areas of Crimea. Marketing actualization within the processes of recreational clusters formation is being grounded as a multiplier in the processes of small business creation and development as well as in the employment level growth of local population and development of new recreational areas with the consecutive business development in the rural areas of Crimea. The Paradigm of Clusters Advance Marketing was developed based on global experience generalization and has three main social goals - quality of life improvement, prosperity growth and gainful employment growth of local population. The graphic model of specialized small businesses networks interaction within recreational clusters was proposed. It allows local authorities and local population to choose relevant kinds of activity that interest them within the general system of recreational entrepreneurship. The priority part of small businesses was grounded. It plays the role of backbone and multiplier for the development of other businesses within the framework of recreational complexes and clusters. The structure of HR and competences support of small businesses development and functioning processes within specialized networks and clusters was proposed.