Handbook of Niche Marketing: Principles and Practice

Handbook of Niche Marketing: Principles and Practice

by Art Weinstein
     
 

Get closer to tailor made marketing! Ever-changing customer needs and intense competition make it crucial for companies to find new, creative ways to attract and retain customers. The Handbook of Niche Marketing: Principles and Practice fills the information gap long seen in niche marketing research by presenting the essential and influential articles from

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Overview

Get closer to tailor made marketing! Ever-changing customer needs and intense competition make it crucial for companies to find new, creative ways to attract and retain customers. The Handbook of Niche Marketing: Principles and Practice fills the information gap long seen in niche marketing research by presenting the essential and influential articles from recent years in one book. This unique educational resource reveals the theories, the strategies, and real-life case studies of niche marketing success and why it is on its way to becoming the next global marketing wave. The Handbook of Niche Marketing features respected authorities' insightful research and valuable discussions on a variety of marketing issues, such as niche marketing theory, niche vs. mass marketing, choosing niche strategy, brand loyalty, overlap, and product line cannibalization with practical guidelines for using niche marketing strategy in various markets. This well-referenced guide includes extensive tables, graphs, illustrations, and real-life case studies to clearly illustrate ideas and concepts.

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Product Details

ISBN-13:
9780789023292
Publisher:
Taylor & Francis
Publication date:
12/28/2005
Series:
Haworth Series in Segmented, Targeted, and Customized Marketing
Pages:
278
Product dimensions:
6.00(w) x 8.60(h) x 0.90(d)

Table of Contents

1Niche marketing revisited : concept, applications, and some European cases3
2Principles of global niche marketing strategies : an early conceptual framework25
3An approach for identifying cannibalization within product line extensions and multibrand strategies67
4An ecological niche theory approach to the measurement of brand competition87
5A visual approach for identifying consumer satisfaction niches105
6High tech, high performance : the synergy of niche strategy and planning focus in technological entrepreneurial firms129
7Crafting a niche in a crowded market : the case of Palliser Estate Wines of Martinborough (New Zealand)159
8Niche marketing for hotel managers191
9Out in the market : the history of the gay market segment in the United States211

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