Handbook of Niche Marketing: Principles and Practice - Brossura

Weinstein, Art

Brossura

ISBN 10: 078902330X ISBN 13: 9780789023308

Casa editrice: Routledge, 2005

Riassunto

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.

Su questo libro

Informazioni sull?autore

Art Weinstein

Dettagli dell?edizione

• Editore: Routledge
• Data di pubblicazione: 2005
• ISBN 10: 078902330X
• ISBN 13: 9780789023308
• Rilegatura: Copertina flessibile
• Lingua: Inglese
• Numero edizione: 1
• Numero di pagine: 284
• Contatto del produttore: non disponibile