Nicchia e competitività: prospettive per il consumer marketing nella nuova globalizzazione
Alberto Mattiacci and
Federica Ceccotti
Micro & Macro Marketing, 2008, issue 2, 229-258
Abstract:
Niche marketing isn't surprisingly still a completely formalized idea. While the niche concept is to be considered quite clearly defined, little has been said about the connected management rules that have to be significantly different from the volume markets'ones. The article, through the presentation of the manager survey's main results, tries to identify some measures of the niches, useful to complete the niche definition. In this way, we can find a complete niche representation, both qualitative and quantitative. In a dynamic view, our article tries to define a managerial profile of niche management and to know evolutionary lines for the niche business.
Keywords: consumer marketing; niche business; niche management (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:mul:jyf1hn:doi:10.1431/27686:y:2008:i:2:p:229-258
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