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Sommaire : Contributors: Suresh Sethi, Tevfik Dalgic, Martin Leeuw, Isil Hezar, Steven Phelan, Gary Knight, Charlotte H. Mason, George R. Milne, Hooman Estelami, Peter De Maeyer, Karen Bantel, Michael Beverland, Lawrence S. Lockshin, Ron Morritt, Blaine J. Branchik


About the Editor
Contributors
Foreword
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
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
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
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
Abstract
Introduction
Measuring Competition
Measuring Niche Overlap
Empirical Demonstration
Conclusions and Extensions

Chapter 5. A Visual Approach for Identifying Consumer Satisfaction Niches
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
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)
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
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
Abstract
Introduction
Pre-1941: The Underground Phase
1941-1970: The Community-Building Phase
1970-2000: The Mainstream Phase
Summary and Conclusions
Index
References

Langue : Anglais

Localisation : Bibliothèque Campus de Nice

Support : Numérique

Etat : Présent

Propriétaire : Bibliothèque