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Marketing Intelligence & Planning
ISSN : 0263-4503
Article publication date: 3 May 2013
The purpose of this paper is to present a concise status of niche marketing research and thereby provide a basis for further scholarly enhancement and insights for practitioners.
Design/methodology/approach
This paper takes the form of a literature review.
Reasons for why and when to pursue niche marketing, key success factors for implementing niche marketing and the potential problem areas are identified. Avenues for advancing knowledge about niche marketing are discussed.
Research limitations/implications
Practitioners benefit from this comprehensive review of findings and insights from previous research. Scholars benefit from this review, as it summarizes and identifies key areas for future niche marketing research.
Originality/value
There has be no known scholarly article assessing the status of niche marketing research since Dalgic and Leeuw's seminal work.
- Niche marketing
- Segmentation
- Marketing strategy
- Market segmentation
Toften, K. and Hammervoll, T. (2013), "Niche marketing research: status and challenges", Marketing Intelligence & Planning , Vol. 31 No. 3, pp. 272-285. https://doi.org/10.1108/02634501311324618
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Niche Marketing Revisited: Theoretical and Practical Issues
- Conference paper
- First Online: 01 January 2014
- Cite this conference paper
- Tevfik Dalgic 4 &
- Maarten Leeuw 4
Part of the book series: Developments in Marketing Science: Proceedings of the Academy of Marketing Science ((DMSPAMS))
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The mass markets of previous decades have splintered into smaller market segments or niches, in which companies could be safer from cut-throat competition and explore new market opportunities. Although part of a positioning strategy, niche marketing may be used as a deliberate marketing strategy to create “safe havens” and business opportunities for many companies. This paper aims to analyze the basic issues, different methods and ways of applying the niche marketing approach.
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The Management College-Nederland, Coral Gables, USA
Tevfik Dalgic & Maarten Leeuw
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Department of Marketing, University of Miami School of Business Administration, Coral Gables, Florida, USA
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Dalgic, T., Leeuw, M. (2015). Niche Marketing Revisited: Theoretical and Practical Issues. In: Levy, M., Grewal, D. (eds) Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13159-7_32
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DOI : https://doi.org/10.1007/978-3-319-13159-7_32
Published : 06 December 2014
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IMAGES
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Findings Reasons for why and when to pursue niche marketing, key success factors for implementing niche marketing and the potential problem areas are identified.
This paper is based on the premise that it is important to understand what niche marketing is; what its elements are, and also to know about the characteristics of niche marketing...
The purpose of this paper is to present a concise status of niche marketing research and thereby provide a basis for further scholarly enhancement and insights for practitioners.
The paper redefines market niches as dynamic, co-created resource domains where market actors create specialized value, and further contributes by reconceptualizing niche targeting from a market co-creation perspective.
Although part of a positioning strategy, niche marketing may be used as a deliberate marketing strategy to create “safe havens” and business opportunities for many companies. This paper aims to analyze the basic issues, different methods and ways of applying the niche marketing approach.
Purpose – The purpose of this paper is to present a concise status of niche marketing research and thereby provide a basis for further scholarly enhancement and insights for practitioners.