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The Pitfalls of Niche Marketing

The Pitfalls of Niche Marketing Corporate marketers have jumped on the micromarketing bandwagon, but many have discovered that the path to profits contains a number of potholes. This article details three companies' niche marketing mistakes the author suggests how to avoid them. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Strategy Emerald Publishing

The Pitfalls of Niche Marketing

Raynor, Michael E.
Journal of Business Strategy , Volume 13 (2): 4 – Feb 1, 1992
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0275-6668
DOI
10.1108/eb039478
Publisher site
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Abstract

Corporate marketers have jumped on the micromarketing bandwagon, but many have discovered that the path to profits contains a number of potholes. This article details three companies' niche marketing mistakes the author suggests how to avoid them.

Journal

Journal of Business Strategy – Emerald Publishing

Published: Feb 1, 1992

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