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- W1548436215 abstract "ABSTRACT Essential elements for a niche marketing strategy include positioning, profitability, distinctive competencies, small market segments, adherence to the marketing concept, relationship marketing practices, and building company reputation based on long-term mutual benefit with its customers. Small firms must incorporate these ideas and become guerilla marketers to compete successfully in markets dominated by much larger companies (the gorillas). This article reviews the basics of niche marketing and offers strategic insights for companies of all sizes." @default.
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- W1548436215 date "1998-04-03" @default.
- W1548436215 modified "2023-09-24" @default.
- W1548436215 title "Niche Marketing Principles" @default.
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- W1548436215 doi "https://doi.org/10.1300/j142v02n01_02" @default.
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