Handbook of Niche Marketing Principles and Practice

You must be logged in to access this title.

Sign up now

Already a member? Log in

Synopsis

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 marketsThe Handbook of Niche Marketing is a comprehensive text invaluable for marketing students, instructors, and anyone wanting to maximize their marketing abilities in niche markets.

Book details

Author:
Art Weinstein
ISBN:
9781136419881
Related ISBNs:
9780203050323, 9780789023308, 9780789023308, 9780789023292, 9780789023292
Publisher:
Taylor and Francis
Pages:
284
Reading age:
Not specified
Includes images:
No
Date of addition:
2020-05-08
Usage restrictions:
Copyright
Copyright date:
2005
Copyright by:
N/A 
Adult content:
No
Language:
English
Categories:
Business and Finance, Communication, Nonfiction