Handbook of Niche Marketing Principles and Practice 1st Edition by Art Weinstein ISBN 0789023296 9780789023292

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ISBN 10: 0789023296 
ISBN 13: 9780789023292
Author: Art Weinstein

Get closer to tailor made marketing! Ever-changing customer needs and intense competition make it crucial for companies to find new, creative ways to attract and retain customers. The Handbook of Niche Marketing: Principles and Practice fills the information gap long seen in niche marketing research by presenting the essential and influential articles from recent years in one book. This unique educational resource reveals the theories, the strategies, and real-life case studies of niche marketing success and why it is on its way to becoming the next global marketing wave. The Handbook of Niche Marketing features respected authorities’ insightful research and valuable discussions on a variety of marketing issues, such as niche marketing theory, niche vs. mass marketing, choosing niche strategy, brand loyalty, overlap, and product line cannibalizationwith practical guidelines for using niche marketing strategy in various markets. This well-referenced guide includes extensive tables, graphs, illustrations, and real-life case studies to clearly illustrate ideas and concepts. The Handbook of Niche Marketing explores niche marketing’s: concepts and theories principles empirical research customer satisfaction issues strategies applications different types of niche markets The Handbook of Niche Marketing is a comprehensive text invaluable for marketing students, instructors, and anyone wanting to maximize their marketing abilities in niche markets.

Handbook of Niche Marketing Principles and Practice 1st Table of contents:

Part I: Background Concepts and Applications
Chapter 1. Niche Marketing Revisited: Concept, Applications, and Some European Cases Republic
What Is Niche Marketing?
What Is a Niche?
Niche Marketing versus Segmentation
Evolution of Niche Marketing General Observations
Niche Marketing and Mass Marketing: A Comparison
Choosing a Niche Strategy
Making a Niche Marketing Strategy Work General Examples
Practical Guidelines
Conclusions and Recommendations
Suggested Further Reading
Chapter 2. Principlesp Orfi Gnlcoibpall Neisc Hoe Fm Garkleotibnga Lstrategies Niche Marketing Strategies: An Early Conceptual Framework
Introduction
Increasing Segmentation of Markets
Niche as Survival Strategy
Exploiting: Carving Niches by Existing Companies
Niche Marketing Strategies in International Markets
Internationalization Process in Niche Marketing
Characteristic Niche Marketer Groups
Part II: Empirical Research in Niche Marketing
Chapter 3. An Approach for Identifying Cannibalization within Product Line Extensions and Multibrand Strategi
Abstract
Introduction
An Ecological Approach to Cannibalization
Empirical Illustration
Line Pruning
Brand Image
Conclusion
Chapter 4. An Ecological Niche Theory Approach to the Measurement of Brand Competition
Abstract
Introduction
Measuring Competition
Measuring Niche Overlap
Empirical Demonstration
Conclusions and Extensions
Chapter 5. A Visual Approach for Identifying Consumer Satisfaction Niches
Abstract
Introduction
Importance of Consumer Satisfaction Distributions
A Demonstration of the Problem at Hand
The Proposed Method: Kernel Estimation
Pros and Cons of the Method
Conclusion
Appendix: Distribution Estimation and Comparison Approaches
Chapter 6. High Tech, High Performance: The Synergy of Niche Strategy and Planning Focus in Technological Entrepreneurial Firms
Introduction
Scope of Entry: Niche Strategy
Differentiation: Quality/service
Strategic Implementation: The Planning Process
Strategy-planning Process
Contextual Influences on Performance
Validation of “niche” Operationalization
Conclusions
Appendix
Part III: Niche Marketing Cases
Chapter 7. CrTahfet iCnasge oaf PNalilcishere E sitnat ea W Cinreos owf Mdeardtin Mboraourgkhet: The Case of Palliser Estate Wines of Martinborough (New Zealand)
Introduction
The New Zealand Wine Industry and the Global Wine Trade
Palliser Estate Wines of Martinborough
Discussion and Conclusion
Chapter 8. Niche Nmichaer Mkeartkientigng Ffoorr H Hoteol Tmealn Magearsnagers Republic
Abstract
Introduction
Segmentation Practices in the Hotel Industry
Segmenting Your Local Market
Market Trends
Implications of U.s. Po

b   pulation Trends for the Hotel Industry
Segment Selection
Chapter 9. In the Market: History of the Gay Market Segment in the U.s. Out in the Market: The History of the Gay Market Segment in the United States
Abstract
Introduction     

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Tags: Art Weinstein, Niche, Marketing