Although (neo)global competition is now well-established, marketing studies have yet to develop a complete awareness of its multiple effects. Among these effects, this article focuses on the rise of niche businesses to the rank of market leaders. After a complete literature review, this article presents the main results of qualitative research on marketing and brand managers from important leading Italian firms. In this way, the article provides a systematic analysis of the niche business in its structural, managerial and dynamic aspects.
(Re) discovering niche marketing / Mattiacci, Alberto; Ceccotti, Federica. - In: JOURNAL OF MARKETING TRENDS. - ISSN 1961-7798. - STAMPA. - 3:(2010), pp. 69-80.
(Re) discovering niche marketing
MATTIACCI, ALBERTO;CECCOTTI, Federica
2010
Abstract
Although (neo)global competition is now well-established, marketing studies have yet to develop a complete awareness of its multiple effects. Among these effects, this article focuses on the rise of niche businesses to the rank of market leaders. After a complete literature review, this article presents the main results of qualitative research on marketing and brand managers from important leading Italian firms. In this way, the article provides a systematic analysis of the niche business in its structural, managerial and dynamic aspects.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
