Niche marketing research: status and challenges

Kjell Toften (Andøya Rocket Range, Andenes, Norway)
Trond Hammervoll (Harstad University College, Harstad, Norway)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 3 May 2013

Abstract

Purpose

The purpose of this paper is to present a concise status of niche marketing research and thereby provide a basis for further scholarly enhancement and insights for practitioners.

Design/methodology/approach

This paper takes the form of a literature review.

Findings

Reasons for why and when to pursue niche marketing, key success factors for implementing niche marketing and the potential problem areas are identified. Avenues for advancing knowledge about niche marketing are discussed.

Research limitations/implications

Practitioners benefit from this comprehensive review of findings and insights from previous research. Scholars benefit from this review, as it summarizes and identifies key areas for future niche marketing research.

Originality/value

There has be no known scholarly article assessing the status of niche marketing research since Dalgic and Leeuw's seminal work.

Keywords

Citation

Toften, K. and Hammervoll, T. (2013), "Niche marketing research: status and challenges", Marketing Intelligence & Planning, Vol. 31 No. 3, pp. 272-285. https://doi.org/10.1108/02634501311324618

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.