...Kjell Toften; Trond Hammervoll Purpose The purpose of this paper is to present a concise status of niche marketing research and thereby provide a basis for further scholarly enhancement and insights for practitioners. Design/methodology/approach This paper takes the form of a literature review...

...Kjell Toften; Trond Hammervoll Purpose The limited academic literature available on niche marketing has mainly focused on market‐specific factors, and the discussion has in particular centred on the characteristics of what a niche is and what causes it to exist. In an attempt to fill this gap...

...Erin D. Parrish; Nancy L. Cassill; William Oxenham Purpose To examine how companies in the maturity stage of the product life cycle can implement and maintain a successful niche market strategy to increase competitiveness in the face of new competition, with particular reference to the global...

...Essam E. Ibrahim; Jacqueline Gill Purpose The objectives of this research study were to measure the perception and satisfactions of consumers of the tourism product of Barbados, and to identify potential niche markets that could be used in the development of the destination's positioning strategy...

...” to ethnic minority‐owned firms. © MCB UP Limited 2003 Small to medium‐sized enterprises Niche marketing Ethnic groups Retailers United Kingdom Patel (1989) suggests that entry into the small business sector stemmed initially from Asians’ cultural predilection for self‐employment...

.... And Liposome’s profitability has spurted, even though it reserves a generous mark‐up for American Hospital Supply and the other distributors. Industry Market share Niche marketing Planning In many industries there are one or several companies which are leaders. Such firms, whenever possible...

...Michael J. Thomas Three approaches to marketing are reviewed: new tools for evaluating marketing performance in an organisation offer a practical guide; applying the principles of niche marketing to larger companies can be successful and profitable; today′s technology has transformed customer...