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)
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
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:MCB UP Ltd
Copyright © 1994, MCB UP Limited
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