Overview
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 markets
This book title, Handbook of Niche Marketing (Principles and Practice) - 9780789023308, ISBN: 9780789023308, by Art Weinstein, published by Taylor & Francis (December 1, 2005) is available in paperback. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
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