278 Pages
by
Routledge
278 Pages
by
Routledge
284 Pages
by
Routledge
Also available as eBook on:
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.... Read more
- 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
Biography
Art Weinstein
