The authors explain how to find specific, profitable market niches, then target your product or service to them. The mass market has broken into distinct segments and marketers are scrambling to find their niche. This practical, how-to guide shows you how to pinpoint your own niche, and to market it effectively. It explains the four variables that define niches and how they affect consumer choices and preferences, how these variables can be combined to produce a variety of niches, and how to devise effective marketing strategies for each niche. Readers are introduced to up-scale and down-scale, progs and trads, boomers, busters, yuppies and whoopies, who they all are, and what they buy. The book contains consumer profiles, vignettes of successful niche marketing by well-known companies, and straightforward advice and guidelines. It has been designed specifically for marketing managers, product managers, consultants and entrepreneurs.
- ISBN10 0471612871
- ISBN13 9780471612872
- Publish Date March 1993
- Publish Status Cancelled
- Out of Print 17 December 2011
- Publish Country US
- Imprint John Wiley & Sons Inc
- Format Hardcover
- Pages 275
- Language English