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| Author: | Dalgic, T. Leeuw, M. |
| Title: | Niche marketing revisited: concept, applications and some European cases |
| Journal: | European Journal of Marketing
1994 : VOL. 28:4, p. 39-55 |
| Index terms: | COMPANIES EUROPE STRATEGY |
| Language: | eng |
| Abstract: | The mass markets of previous decades have splintered into smaller market segments or niches, in which companies could be safer from cut-throat competition and explore new market opportunities. Although part of a positioning strategy, niche marketing may be used as a deliberate marketing strategy to create "safe havens" and business opportunities for many companies. Aims to anallyse the concept, basic issues and different methods of applying this marketing strategy. |
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