Niche Marketing Principles

Tevfik Dalgić

15 citations0/0 files storedJournal of Segmentation in Marketing

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Marketing and Advertising Strategies Business Strategies and Innovation Consumer Market Behavior and Pricing

Abstract

Essential elements for a niche marketing strategy include positioning, profitability, distinctive competencies, small market segments, adherence to the marketing concept, relationship marketing practices, and building company reputation based on long-term mutual benefit with its customers. Small firms must incorporate these ideas and become guerilla marketers to compete successfully in markets dominated by much larger companies (the gorillas). This article reviews the basics of niche marketing and offers strategic insights for companies of all sizes.

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References

1980Competitive Strategy: Techniques for Analyzing Industries and Competitors 1990What We Know about the Strategic Management of Technology 1992Exploiting Niches Using Relationship Marketing 1991Interactive Marketing: Exploiting the Age of Addressability 1989Defining Marketing: A Market‐Oriented Approach 1994Niche Marketing Revisited: Concept, Applications and Some European Cases 2010The fundamentals of marketing 1996Marketing Planning and Strategy

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1999The Reality of Brands: Towards an Ontology of Marketing 2014ROOTING BY NICHE MARKETING

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