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Handbook of niche marketing: principles and practice

Author: Dalgic, Tevfik Series: Haworth series in segmented, targeted, and customized marketing Publisher: Haworth, 2006.Language: EnglishDescription: 256 p. ; 22 cm.ISBN: 078902330XType of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.127 .D35 2006
(Browse shelf)
Available 32419001156201
Total holds: 0

Includes bibliographical references and index


Handbook of Niche Marketing Principles and Practice Contents About the Editor ix Contributors xi Foreword Suresh Sethi Introduction About the Project: The Need for a Book on Niche Marketing About the Readings xv xvii xvii xviii PART I: BACKGROUND CONCEPTS AND APPLICATIONS Chapter 1. Niche Marketing Revisited: Concept, Applications, and Some European Cases Teifik Dalgic Maarten 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 3 3 6 9 12 16 17 19 22 24 Chapter 2. Principles of Global Niche Marketing Strategies: An Early Conceptual Framework Isil Hezar Teyfik Dalgic Steven Phelan 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 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 Measurement of Brand Competition George R. Milne Charlotte H. Mason Abstract Introduction Measuring Competition 25 25 29 31 33 38 49 53 67 67 68 71 75 82 83 83 87 87 87 88 Measuring Niche Overlap Empirical Demonstration Conclusions and Extensions Chapter 5. A Visual Approach for Identifying Consumer Satisfaction Niches Hooman Estelami Peter De Maeyer 91 97 101 105 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 105 105 106 108 113 123 124 125 Chapter 6. High Tech, High Performance: The Synergy of Niche Strategy and Planning Focus in Technological Entrepreneurial Firms 129 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 129 130 133 134 136 137 142 146 150 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 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 159 159 161 165 182 191 191 191 194 198 200 202 203 211 211 212 214 221 225 234 241

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