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Marketing Strategy & Strategic Marketing 


Niche Marketing Revisited: Concept, Applications and Some European Cases Niche marketing is an approach which has been applied successfully by several companies around the world. This article will attempt to bring together both the practical and conceptual aspects of niche marketing leading to a set of guidelines which may be used as a deliberate marketing strategy. Niche marketing has been with us for some time. What is new, however, is the increased diversity of markets, advanced technologies enabling new marketing approaches and the deterioration of large companies and their traditional marketing approaches. Niche marketing seems an appropriate method to be employed in this changing environment. pdf






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Status: 27. Februar 2013