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Handbook of niche marketing : principles and practice / Tevfik Dalgic, editor.
- Format:
- Book
- Series:
- Haworth series in segmented, targeted, and customized marketing.
- Haworth series in segmented, targeted, and customized marketing : conceptual and empirical development
- Language:
- English
- Subjects (All):
- Market segmentation--Case studies.
- Market segmentation.
- Market segmentation--Handbooks, manuals, etc.
- Physical Description:
- 1 online resource (279 p.)
- Place of Publication:
- New York : Routledge, 2011, c2006.
- Language Note:
- English
- Summary:
- 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.<br
- Contents:
- pt. 1. Background concepts and applications
- pt. 2. Empirical research in niche marketing
- pt. 3. Niche marketing cases.
- Notes:
- Description based upon print version of record.
- Includes bibliographical references and index.
- ISBN:
- 0-203-05032-0
- 1-299-45934-X
- 1-136-41988-8
- 9780203050323
- OCLC:
- 846971220
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