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Book Cover

Title Handbook of niche marketing : principles and practice / Tevfik Dalgic, editor.

Published New York : Best Business Books, Haworth Reference Press, [2006]


Location Call No. Status
 UniM Giblin Eunson  658.402 HAND    AVAILABLE
Physical description xxii, 256 pages : illustrations ; 23 cm
Bibliography Includes bibliographical references and index.
Contents Niche marketing revisited : concept, applications, and some European cases / Tevfik Dalgic, Maarten Leeuw -- Principles of global niche marketing strategies : an early conceptual framework / Isil Hezar ... [et al.] -- Approach for identifying cannibalization within product line extensions and multibrand strategies / Charlotte H. Mason, George R. Milne -- Ecological niche theory approach to the measurement of brand competition / George R. Milne, Charlotte H. Mason -- Visual approach for identifying consumer satisfaction niches / Hooman Estelami, Peter De Maeyer -- High tech, high performance : the synergy of niche strategy and planning focus in technological entrepreneurial firms / Karen Bantel -- Crafting a niche in a crowded market : the case of Palliser Estate Wines of Martinborough (New Zealand) / Michael Beverland, Lawrence S. Lockshin -- Niche marketing for hotel managers / Ron Morritt -- Out in the market : the history of the gay market segment in the United States / Blaine J. Branchik.
Other author Dalgic, Tevfik.
Subject Market segmentation -- Case studies.
ISBN 0789023296 (alk. paper)
078902330X (paperback: alk. paper)