Management of Marketing Collaboration System into Museum Cluster of Major City

The museum cluster phenomenon is considered from the perspective of the collaborative marketing activities in this article. The goals of this article are to assess the effectiveness of marketing collaborations of museum clusters, depending on the cluster complexity degree, and to evaluate the impact of museum clustering on the museums attendance by tourists. As a result, three groups of clusters were identified: developed, emerging, and nascent clusters. The results of the logistics and marketing interaction analysis between museum clusters formed the basis of the classification of the clusters ranged in the complexity degree. Conducted research demonstrates if there is dependence on the effectiveness of marketing collaborations on the cluster complexity degree. That, in turn, allows to differentiate management approaches of collaboration activities through different combinations of interactive formats. Based on research results most productive models of complexity for different cluster types were detected.