Handbook of Niche Marketing : Principles and Practice

ISBN-13: 9780789023292 / Angielski / Twarda / 2005 / 256 str.

Tevfik Dalgic

Opis

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 cannibalization-with 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.

Spis treści

• 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

O autorze

Art Weinstein