Proceedings of The 1993 Academy of Marketing Science (AMS) Annual Conference

Abstract

The mass markets of previous decades have splintered into smaller market segments or niches, in which companies could be safer from cut-throat competition and explore new market opportunities. Although part of a positioning strategy, niche marketing may be used as a deliberate marketing strategy to create “safe havens” and business opportunities for many companies. This paper aims to analyze the basic issues, different methods and ways of applying the niche marketing approach.