Handbook of Niche Marketing: Principles and Practice

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.

Table of Contents:
About the Editor Contributors Foreword (Suresh Sethi) Introduction About the Project: The Need for a Book on Niche Marketing About the Readings PART I: BACKGROUND CONCEPTS AND APPLICATIONS Chapter 1. Niche Marketing Revisited: Concept, Applications, and Some European Cases (Tevfik Dalgic and Martin Leeuw) Introduction Niche Marketing versus Segmentation Evolution of Niche Marketing Niche Marketing and Mass Marketing: A Comparison Choosing a Niche Strategy Making a Niche Marketing Strategy Work Practical Guidelines Conclusions and Recommendations Suggested Further Reading Chapter 2. Principles of Global Niche Marketing Strategies: An Early Conceptual Framework (Isil Hezar, Tevfik Dalgic, Steven Phelan, and Gary Knight) 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 Strategies (Charlotte H. Mason and George R. Milne) Abstract Introduction An Ecological Approach to Cannibalization Empirical Illustration Line Pruning Brand Image Conclusion Chapter 4. An Ecological Niche Theory Approach to the Management of Brand Competition (George R. Milne and Charlotte H. Mason) Abstract Introduction Measuring Competition Measuring Niche Overlap Empirical Demonstration Conclusions and Extensions Chapter 5. A Visual Approach for Identifying Consumer Satisfaction Niches (Hooman Estelami and Peter De Maeyer) 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 (Karen Bantel) 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. Crafting a Niche in a Crowded Market: The Case of Palliser Estate Wines of Martinborough (New Zealand) (Michael Beverland and Lawrence S. Lockshin) Introduction The New Zealand Wine Industry and the Global Wine Trade Palliser Estate Wines of Martinborough Discussion and Conclusion Chapter 8. Niche Marketing for Hotel Managers (Ron Morritt) Abstract Introduction Segmentation Practices in the Hotel Industry Segmenting Your Local Market Market Trends Implications of U.S. Population Trends for the Hotel Industry Segment Selection Chapter 9. Out in the Market: The History of the Gay Market Segment in the United States (Blaine J. Branchik) Abstract Introduction Pre-1941: The Underground Phase 1941-1970: The Community-Building Phase 1970-2000: The Mainstream Phase Summary and Conclusions Index Referenc