Hamlin, Robert; Henry, James; Cuthbert, Ron - In: European Journal of Marketing 46 (2012) 10, pp. 1302-1319
approaches, i.e. the development of a portfolio of separated niches. Design/methodology/approach – An in‐depth discussion of … and portfolio planning – which are not mutually exclusive. The portfolio approach offers specific advantages and examples … niche portfolio marketing strategy is under‐researched at present. …