Niche marketing is an approach which has been applied
successfully by several companies around the world. This
article will attempt to bring together both the
practical and conceptual aspects of niche marketing
leading to a set of guidelines which may be used as a
deliberate marketing strategy. Niche marketing has been
with us for some time. What is new, however, is the
increased diversity of markets, advanced technologies
enabling new marketing approaches and the deterioration
of large companies and their traditional marketing
approaches. Niche marketing seems an appropriate method
to be employed in this changing environment. pdf
