Toften, Kjell; Hammervoll, Trond - In: Marketing Intelligence & Planning 31 (2013) 3, pp. 272-285
Purpose – The purpose of this paper is to present a concise status of niche marketing research and thereby provide a … form of a literature review. Findings – Reasons for why and when to pursue niche marketing, key success factors for … implementing niche marketing and the potential problem areas are identified. Avenues for advancing knowledge about niche marketing …