Volume : IX, Issue : VII, July - 2019

Niche Marketing–Concept, Strategies and Implications

Gauhar Fatma

Abstract :

The world of business has changed and evolved dramatically over the years. Marketing strategies have also grown more sophisticated .Every business is in search of new customers, new markets and new ways to target them. The marketing strategy which focuses on market segments that are poorly targeted or not targeted at all is niche marketing It is basically selling a product or service to a specialized or a few very defined segment of a market niche is basically a segment within a segment. While a market segment represents the gross slice of the total market, niche refers to a smaller segment whose needs are different from the larger segment. This paper is an attempt to take a look at the characteristics of niche market and the integral components of niche marketing by throwing lights on pros and cons of going by this strategy.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

NICHE MARKETING-CONCEPT, STRATEGIES AND IMPLICATIONS, Gauhar Fatma INDIAN JOURNAL OF APPLIED RESEARCH : Volume-9 | Issue-7 | July-2019

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