EconPapers    
Economics at your fingertips  
 

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
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rivisteweb.it/download/article/10.1431/27686 (application/pdf)
https://www.rivisteweb.it/doi/10.1431/27686 (text/html)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mul:jyf1hn:doi:10.1431/27686:y:2008:i:2:p:229-258

Access Statistics for this article

Micro & Macro Marketing is currently edited by Dario Romano

More articles in Micro & Macro Marketing from Società editrice il Mulino
Bibliographic data for series maintained by ().

 
Page updated 2024-03-31
Handle: RePEc:mul:jyf1hn:doi:10.1431/27686:y:2008:i:2:p:229-258