The Pitfalls of Niche Marketing
Michael E. Raynor
(Communications director and a consultant with Tennessee Associates International (TAI) Limited, Mississauga, Ontario)
860
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
:MCB UP Ltd
Copyright © 1992, MCB UP Limited