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Niche Marketing Revisited: Concept, Applications and Some European Cases

Tevfik Dalgic (Henley Management College – Nederland, Zeist, The Netherlands)
Maarten Leeuw (Henley Management College – Nederland, Zeist, The Netherlands)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 April 1994

17744

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 analyse the concept, basic issues and different methods of applying this marketing strategy.

Keywords

Citation

Dalgic, T. and Leeuw, M. (1994), "Niche Marketing Revisited: Concept, Applications and Some European Cases", European Journal of Marketing, Vol. 28 No. 4, pp. 39-55. https://doi.org/10.1108/03090569410061178

Publisher

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MCB UP Ltd

Copyright © 1994, MCB UP Limited

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