Niche Marketing Revisited: Concept, Applications and Some European Cases

European Journal of Marketing - Tập 28 Số 4 - Trang 39-55 - 1994
TevfikDalgic1, MaartenLeeuw1
1Henley Management College – Nederland, Zeist, The Netherlands

Tóm tắt

The mass markets of previous decades have splintered into smaller market segments or niches, in which companies could be safer from cut‐throat competition and explore new market opportunities. Although part of a positioning strategy, niche marketing may be used as a deliberate marketing strategy to create “safe havens” and business opportunities for many companies. Aims to analyse the concept, basic issues and different methods of applying this marketing strategy.

Từ khóa


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