Handbook of niche marketing: principles and practice
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
Best Business Books, Haworth Reference Press
2006
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XXII, 256 S. |
| ISBN: | 0789023296 078902330x 9780789023308 |
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Datensatz im Suchindex
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| adam_text | HANDBOOK OF NICHE MARKETING / DALGIC, TEVFIK : C2006
TABLE OF CONTENTS / INHALTSVERZEICHNIS
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.
DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT.
CONTENTS
About the Editor
Contributors
Foreword
Suresh Sethi
Introduction
About the Project: The Need for a Book on Niche
Marketing
About the Readings
PART I: BACKGROUND CONCEPTS
AND APPLICATIONS
Chapter
Applications, and Some European Cases
Tevfik Dalgic
Maarten Leeuw
Introduction
Niche Marketing versus Segmentation
Evolution of Niche Marketing
Niche Marketing and Mass Marketing: A Comparison
Choosing a Niche Strategy
Making a Niche Marketing Strategy Work
Practical Guidelines
Conclusions and Recommendations
Suggested Further Reading
Chapter
Strategies: An Early Conceptual Framework
Isil Hezar
TevfikDalgic
Steven Phelan
Gary Knight
Introduction
Increasing Segmentation of Markets
Niche As Survival Strategy
Exploiting: Carving Niches by Existing Companies
Niche Marketing Strategies in International Markets
Internationalization Process in Niche Marketing
Characteristic Niche Marketer Groups
PART
IN NICHE MARKETING
Chapter
Within Product Line Extensions and Multibrand
Strategies
Charlotte H. Mason
George R. Milne
Abstract
67
Introduction
68
An Ecological Approach to Cannibalization
4 71
Empirical Illustration
75
Line Pruning
82
Brand Image
83
Conclusion
83
Chapter
to the Measurement of Brand Competition
George R. Milne
Charlotte H. Mason
Abstract
Introduction
Measuring Competition
Measuring Niche Overlap
Empirical Demonstration
Conclusions and Extensions
Chapter
Satisfaction Niches
Hooman
Peter
Abstract
Introduction
Importance of Consumer Satisfaction Distributions
A Demonstration of the Problem at Hand
The Proposed Method: Kernel Estimation
Pros and Cons of the Method
Conclusion
Appendix: Distribution Estimation and Comparison
Approaches
Chapter
of Niche Strategy and Planning Focus in Technological
Entrepreneurial Firms
Karen Bantel
Introduction
Scope of Entry: Niche Strategy
Differentiation: Quality/Service
Strategic Implementation: The Planning Process
Strategy-Planning Process
Contextual Influences on Performance
Validation of Niche Operationalization
Conclusions
Appendix
PART
Chapter
The Case of Palliser Estate Wines of Martinborough
(New Zealand)
Michael Beverland
Lawrence S. Lockshin
Introduction
The New Zealand Wine Industry and the Global Wine
Trade
Palliser Estate Wines of Martinborough
Discussion and Conclusion
Chapter
Ron Morritt
Abstract
Introduction
Segmentation Practices in the Hotel Industry
Segmenting Your Local Market
Market Trends
Implications of U.S. Population Trends for the Hotel
Industry
Segment Selection
Chapter
Market Segment in the United States
Blame J. Branchik
Abstract
Introduction
Pre-1941: The Underground Phase
1941-1970:
1970-2000:
Summary and Conclusions
Index
|
| adam_txt |
HANDBOOK OF NICHE MARKETING / DALGIC, TEVFIK : C2006
TABLE OF CONTENTS / INHALTSVERZEICHNIS
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.
DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT.
CONTENTS
About the Editor
Contributors
Foreword
Suresh Sethi
Introduction
About the Project: The Need for a Book on Niche
Marketing
About the Readings
PART I: BACKGROUND CONCEPTS
AND APPLICATIONS
Chapter
Applications, and Some European Cases
Tevfik Dalgic
Maarten Leeuw
Introduction
Niche Marketing versus Segmentation
Evolution of Niche Marketing
Niche Marketing and Mass Marketing: A Comparison
Choosing a Niche Strategy
Making a Niche Marketing Strategy Work
Practical Guidelines
Conclusions and Recommendations
Suggested Further Reading
Chapter
Strategies: An Early Conceptual Framework
Isil Hezar
TevfikDalgic
Steven Phelan
Gary Knight
Introduction
Increasing Segmentation of Markets
Niche As Survival Strategy
Exploiting: Carving Niches by Existing Companies
Niche Marketing Strategies in International Markets
Internationalization Process in Niche Marketing
Characteristic Niche Marketer Groups
PART
IN NICHE MARKETING
Chapter
Within Product Line Extensions and Multibrand
Strategies
Charlotte H. Mason
George R. Milne
Abstract
67
Introduction
68
An Ecological Approach to Cannibalization
4 71
Empirical Illustration
75
Line Pruning
82
Brand Image
83
Conclusion
83
Chapter
to the Measurement of Brand Competition
George R. Milne
Charlotte H. Mason
Abstract
Introduction
Measuring Competition
Measuring Niche Overlap
Empirical Demonstration
Conclusions and Extensions
Chapter
Satisfaction Niches
Hooman
Peter
Abstract
Introduction
Importance of Consumer Satisfaction Distributions
A Demonstration of the Problem at Hand
The Proposed Method: Kernel Estimation
Pros and Cons of the Method
Conclusion
Appendix: Distribution Estimation and Comparison
Approaches
Chapter
of Niche Strategy and Planning Focus in Technological
Entrepreneurial Firms
Karen Bantel
Introduction
Scope of Entry: Niche Strategy
Differentiation: Quality/Service
Strategic Implementation: The Planning Process
Strategy-Planning Process
Contextual Influences on Performance
Validation of "Niche" Operationalization
Conclusions
Appendix
PART
Chapter
The Case of Palliser Estate Wines of Martinborough
(New Zealand)
Michael Beverland
Lawrence S. Lockshin
Introduction
The New Zealand Wine Industry and the Global Wine
Trade
Palliser Estate Wines of Martinborough
Discussion and Conclusion
Chapter
Ron Morritt
Abstract
Introduction
Segmentation Practices in the Hotel Industry
Segmenting Your Local Market
Market Trends
Implications of U.S. Population Trends for the Hotel
Industry
Segment Selection
Chapter
Market Segment in the United States
Blame J. Branchik
Abstract
Introduction
Pre-1941: The Underground Phase
1941-1970:
1970-2000:
Summary and Conclusions
Index |
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| spelling | Handbook of niche marketing principles and practice Tevfik Dalgic, ed. New York [u.a.] Best Business Books, Haworth Reference Press 2006 XXII, 256 S. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Segmentation du marché - Cas, Études de Segmentation du marché rasuqam Market segmentation Case studies Marktsegmentierung (DE-588)4037644-8 gnd rswk-swf Marktnische (DE-588)4200415-9 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content (DE-588)4522595-3 Fallstudiensammlung gnd-content Marktnische (DE-588)4200415-9 s Marketing (DE-588)4037589-4 s DE-604 Marktsegmentierung (DE-588)4037644-8 s DE-188 Dalgic, Tevfik Sonstige oth LoC Fremddatenuebernahme application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014655662&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014655662&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Handbook of niche marketing principles and practice Segmentation du marché - Cas, Études de Segmentation du marché rasuqam Market segmentation Case studies Marktsegmentierung (DE-588)4037644-8 gnd Marktnische (DE-588)4200415-9 gnd Marketing (DE-588)4037589-4 gnd |
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| title | Handbook of niche marketing principles and practice |
| title_auth | Handbook of niche marketing principles and practice |
| title_exact_search | Handbook of niche marketing principles and practice |
| title_exact_search_txtP | Handbook of niche marketing principles and practice |
| title_full | Handbook of niche marketing principles and practice Tevfik Dalgic, ed. |
| title_fullStr | Handbook of niche marketing principles and practice Tevfik Dalgic, ed. |
| title_full_unstemmed | Handbook of niche marketing principles and practice Tevfik Dalgic, ed. |
| title_short | Handbook of niche marketing |
| title_sort | handbook of niche marketing principles and practice |
| title_sub | principles and practice |
| topic | Segmentation du marché - Cas, Études de Segmentation du marché rasuqam Market segmentation Case studies Marktsegmentierung (DE-588)4037644-8 gnd Marktnische (DE-588)4200415-9 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Segmentation du marché - Cas, Études de Segmentation du marché Market segmentation Case studies Marktsegmentierung Marktnische Marketing Aufsatzsammlung Fallstudiensammlung |
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