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The Pitfalls of Niche Marketing

Michael E. Raynor (Communications director and a consultant with Tennessee Associates International (TAI) Limited, Mississauga, Ontario)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 1 February 1992

Abstract

Corporate marketers have jumped on the micromarketing bandwagon, but many have discovered that the path to profits contains a number of potholes. This article details three companies' niche marketing mistakes; the author suggests how to avoid them.

Citation

Raynor, M.E. (1992), "The Pitfalls of Niche Marketing", Journal of Business Strategy, Vol. 13 No. 2, pp. 29-32. https://doi.org/10.1108/eb039478

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited