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Niche : why the market no longer favours the mainstream / by James Harkin.

By: Harkin, James.
Publisher: London : Abacus, 2012Description: 250 p. ; 20 cm.ISBN: 9780349123004 .Other title: Niche : the missing middle and why business needs to specialise to survive [Cover title].Subject(s): Business enterprises | Customer relationships | Marketing
Contents:
Out of the whale -- Target practice -- The mole -- The hawk -- The new nesting places -- Birds of a feather -- Pigeon-holed -- Cultivate.
Summary: Argues that businesses need to stop focusing on general audiences and stake out a small, identifiable niche. Provides many examples of companies moving to a model of marketing to a small, defined niche, and increasing their profits as a result.
Item type Home library Call number Copy number Status Date due Barcode Item reserves
Book Book Australia
203 HAR 2011 (Browse shelf) Not for loan 30004788
Book Book Australia
203 HAR 2011 (Browse shelf) 2 Not for loan CA010989
Book Book New Zealand
202.6 NIC (Browse shelf) Not for loan CA006750
Total reserves: 0

Out of the whale -- Target practice -- The mole -- The hawk -- The new nesting places -- Birds of a feather -- Pigeon-holed -- Cultivate.

Argues that businesses need to stop focusing on general audiences and stake out a small, identifiable niche. Provides many examples of companies moving to a model of marketing to a small, defined niche, and increasing their profits as a result.

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