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
|Item type||Home library||Call number||Copy number||Status||Date due||Barcode||Item reserves|
|Book||Australia||203 HAR 2011 (Browse shelf)||Not for loan||30004788|
|Book||Australia||203 HAR 2011 (Browse shelf)||2||Not for loan||CA010989|
|Book||New Zealand||202.6 NIC (Browse shelf)||Not for loan||CA006750|
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.