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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 cannibalizationwith 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
The Handbook of Niche Marketing is a comprehensive text invaluable for marketing students, instructors, and anyone wanting to maximize their marketing abilities in niche markets.
Contents
About the Editor
Contributors
Foreword (Suresh Sethi)
Introduction
About the Project: The Need for a Book on Niche Marketing
About the Readings
PART I: BACKGROUND CONCEPTS AND APPLICATIONS
Chapter 1. Niche Marketing Revisited: Concept, Applications, and Some European Cases (Tevfik Dalgic and Martin Leeuw)
Introduction
Niche Marketing versus Segmentation
Evolution of Niche Marketing
Niche Marketing and Mass Marketing: A Comparison
Choosing a Niche Strategy
Making a Niche Marketing Strategy Work
Practical Guidelines
Conclusions and Recommendations
Suggested Further Reading
Chapter 2. Principles of Global Niche Marketing Strategies: An Early Conceptual Framework (Isil Hezar, Tevfik Dalgic, Steven Phelan, and Gary Knight)
Introduction
Increasing Segmentation of Markets
Niche As Survival Strategy
Exploiting: Carving Niches by Existing Companies
Niche Marketing Strategies in International Markets
Internationalization Process in Niche Marketing
Characteristic Niche Marketer Groups
PART II: EMPIRICAL RESEARCH IN NICHE MARKETING
Chapter 3. An Approach for Identifying Cannibalization Within Product Line Extensions and Multibrand Strategies (Charlotte H. Mason and George R. Milne)
Abstract
Introduction
An Ecological Approach to Cannibalization
Empirical Illustration
Line Pruning
Brand Image
Conclusion
Chapter 4. An Ecological Niche Theory Approach to the Management of Brand Competition (George R. Milne and Charlotte H. Mason)
Abstract
Introduction
Measuring Competition
Measuring Niche Overlap
Empirical Demonstration
Conclusions and Extensions
Chapter 5. A Visual Approach for Identifying Consumer Satisfaction Niches (Hooman Estelami and Peter De Maeyer)
Abstract
Introduction
Importance of Consumer Satisfaction Distributions
A Demonstration of the Problem at Hand
The Proposed Method: Kernel Estimation
Pros and Cons of the Method
Conclusion
Appendix: Distribution Estimation and Comparison Approaches
Chapter 6. High Tech, High Performance: The Synergy of Niche Strategy and Planning Focus in Technological Entrepreneurial Firms (Karen Bantel)
Introduction
Scope of Entry: Niche Strategy
Differentiation: Quality/Service
Strategic Implementation: The Planning Process
Strategy-Planning Process
Contextual Influences on Performance
Validation of Niche Operationalization
Conclusions
Appendix
PART III: NICHE MARKETING CASES
Chapter 7. Crafting a Niche in a Crowded Market: The Case of Palliser Estate Wines of Martinborough (New Zealand) (Michael Beverland and Lawrence S. Lockshin)
Introduction
The New Zealand Wine Industry and the Global Wine Trade
Palliser Estate Wines of Martinborough
Discussion and Conclusion
Chapter 8. Niche Marketing for Hotel Managers (Ron Morritt)
Abstract
Introduction
Segmentation Practices in the Hotel Industry
Segmenting Your Local Market
Market Trends
Implications of U.S. Population Trends for the Hotel Industry
Segment Selection
Chapter 9. Out in the Market: The History of the Gay Market Segment in the United States (Blaine J. Branchik)
Abstract
Introduction
Pre-1941: The Underground Phase
1941-1970: The Community-Building Phase
1970-2000: The Mainstream Phase
Summary and Conclusions
Index
Referenc
