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| Author: | Raynor, M. E. |
| Title: | The pitfalls of niche marketing |
| Journal: | Journal of Business Strategy
1992 : APR, VOL. 13:2, p.29-32 |
| Index terms: | MARKETING MARKETING MODELS MARKET SEGMENTATION PERFORMANCE MEASUREMENT |
| Language: | eng |
| Abstract: | Corporate marketers have jumped on the micromarketing bandwagon, but many have discovered that the path to profits contains a number of potholes. Although niche marketing can provide a clear road to increased profitability, unless done properly it can be a recipe for disaster. Three companies' niche marketing mistakes are detailed, and it is suggested how to avoid them. Recognizing what constitutes a niche and delivering products to serve that segment of the population is the marketing challenge of the 1990s. |
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