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Handbook of Niche Marketing: Principles and Practice

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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.

The Handbook of Niche Marketing explores niche marketing’s:

  • concepts and theories
  • principles
  • empirical research
  • customer satisfaction issues
  • strategies
  • applications
  • different types of niche markets
The Handbook of Niche Marketing is a comprehensive text invaluable for marketing students, instructors, and anyone wanting to maximize their marketing abilities in niche markets.
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Product Details

Table of Contents

1 Niche marketing revisited : concept, applications, and some European cases 3
2 Principles of global niche marketing strategies : an early conceptual framework 25
3 An approach for identifying cannibalization within product line extensions and multibrand strategies 67
4 An ecological niche theory approach to the measurement of brand competition 87
5 A visual approach for identifying consumer satisfaction niches 105
6 High tech, high performance : the synergy of niche strategy and planning focus in technological entrepreneurial firms 129
7 Crafting a niche in a crowded market : the case of Palliser Estate Wines of Martinborough (New Zealand) 159
8 Niche marketing for hotel managers 191
9 Out in the market : the history of the gay market segment in the United States 211
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