Niche
Subtitle: why the market no longer favours the mainstream
By: James Harkin
Publisher: Abacus
Published: 2012
Place of publication: London
Language: eng
Number of pages: 250
ISBN-13: 9780349123004
Subjects: Créneaux de marché; Target marketing; Business and Management; Marketing; Segmentation du marché; Market segmentation
Description: There is a new rule in business: don t aim for the middle market - unless you re cheaper than cheap, you re going to fail. Instead, find a Niche and reap the rewards. Woolworths suffered from a lack of identity and found that low quality and low price wasn t enough; General Motors crashed as motorists failed to distinguish between cars in their range. Yet HBO, Moleskine and specialist media like The Economist have all concentrated on being the best they can be - and customers have flocked to them as a result. For sixty years, our cultural consumption has been controlled by the giants of the mass market. But thanks to the recession they have become weak and defensive, and are now in a desperate fight for their lives. From this new cultural terrain the niche has evolved to become the place where innovation flourishes and sales take off.
Notes: Originally published: London: Little, Brown, 2011.

Includes bibliographical references (pages 236-239) and index.
Table of contents: title: 1. Out of the whale; title: 2. Target practice; title: 3. The mole; title: 4. The hawk; title: 5. The new nesting places; title: 6. Birds of a feather; title: 7. Pigeon-holed; title: 8. Cult-ivate.