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Niche Marketing Revisited: Concept, Applications and Some European Cases

Niche Marketing Revisited: Concept, Applications and Some European Cases 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Niche Marketing Revisited: Concept, Applications and Some European Cases

Tevfik Dalgic; Maarten Leeuw
European Journal of Marketing , Volume 28 (4): 17 – Apr 1, 1994
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17 pages

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Publisher
Emerald Publishing
Copyright
Copyright © 1994 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569410061178
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

European Journal of Marketing – Emerald Publishing

Published: Apr 1, 1994

Keywords: Marketing strategy; Niche marketing; Market segmentation

References

  • Euromarketing: Charting the Map for Globalization
    Dalgic, T.
  • Market Segmentation
    Leeflang, P.S.H.
  • From Mass Marketing to Mass Customization
    Kotler, P.
  • Marketing in an Age of Diversity
    McKenna, R.