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Handbook of niche marketing : principles and practice
- Available as
- Physical
- Summary
-
"This book 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."--BOOK JACKET.
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- Creator
- Tevfik Dalgic, editor
- Format
- Books
- Language
- English
- Contributors
- Publication
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- New York : Best Business Books, Haworth Reference Press, [2006]
- ©2006
- Physical Details
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- xxii, 256 pages : illustrations ; 23 cm
- ISBNs
- 0789023296, 078902330X, 9780789023292, 9780789023308
- OCLC
- ocm58051175
- Includes bibliographical references and index.
- 1. Niche marketing revisited : concept, applications, and some European cases / Tevfik Dalgic and Maarten Leeuw -- 2. Principles of global niche marketing strategies : an early conceptual framework / Isil Hezar, Tevfik Dalgic, Steven Phelan and Gary Knight -- 3. An approach for identifying cannibalization within product line extensions and multibrand strategies / Charlotte H. Mason and George R. Milne -- 4. An ecological niche theory approach to the measurement of brand competition / George R. Milne and Charlotte H. Mason -- 5. A visual approach for identifying consumer satisfaction niches / Hooman Estelami and Peter De Maeyer -- 6. High tech, high performance : the synergy of niche strategy and planning focus in technological entrepreneurial firms / Karen Bantel -- 7. Crafting a niche in a crowded market : the case of Palliser Estate Wines of Martinborough (New Zealand) / Michael Beverland and Lawrence S. Lockshin -- 8. Niche marketing for hotel managers / Ron Morritt -- 9. Out in the market : the history of the gay market segment in the United States / Blaine J. Branchik