Niche Marketing

Knowledge Center


Description of Niche Marketing. Explanation.


Definition Niche Marketing. Description.

Niche Marketing is the process of finding small but potentially profitable market segments and designing custom-made products or services for them. It is similar to segmented marketing (Target Marketing), but a niche is a small distinguishable segment that can be uniquely served. Niche marketers are often reliant on the loyalty business model to maintain a profitable volume of sales.

A niche strategy refers to concentration on a small market segment with the objective of achieving dominance of that segment. Like any market, the niche segment can be defined geographical or by some other criterion such as low budget or high-tech. See Market Segmentation. A niche strategy is often followed by starting companies until they have acquired adequate resources to follow a Diversification Strategy. Typically, the small market segment, or niche, has been overlooked by larger competitors, but is still large enough to be attractive. An issue with a niche strategy when it is successful is that a large competitor might 'discover' the attractive niche and try to blow away the small company using its market power.

Special Interest Group - Niche Marketing

Special Interest Group (29 members)

Forum - Niche Marketing  

In the forum section you will find recent discussions within this knowledge area.

  White Space Analysis (1 reactions)
Hi everyone, I'd like to know if anyone had insight on white...
  Niche Marketing Plan
Can you give me your opinion ands comments on the following ...
  Airline Niche Strategy
How could a domestic airline take advantage of this niche st...
  Single or Multiple Market Niches
What are the advantages of being a single vs a multiple mark...

Best Practices - Niche Marketing

In the best practices section you will find the best forum discussions within this knowledge area.

Expert Tips - Niche Marketing

In the expert tips section you will find advices from experts within this knowledge area.

Resources - Niche Marketing

In the Resources section you will find powerpoint presentations, micro-learning videos, articles, news items, etc. within this knowledge area.

Target Marketing and Market Segmentation

Target Marketing, Market Segmentation, Strategy...

Marketing Strategy: Opportunity Analysis; Targeting and Segmentation

Marketing Strategy, Target Marketing, Market Segmentation...

News about Niche Marketing


Videos about Niche Marketing


Presentations about Niche Marketing


Books about Niche Marketing


More about Niche Marketing


Compare also: Market Segmentation  |  Profit Pools  |  Analytical CRM  |  Concentrated Marketing  |  Differentiated Marketing  |  One-to-one Marketing  |  Undifferentiated Marketing  |  Marketing Mix  |  Extended Marketing Mix  |  Focus Group

Special Interest Group Leader

You here? Sign up for free


Return to Management Hub: Marketing  |  Strategy

More on Management  |  Return to Management Dictionary  | 


This ends our Niche Marketing summary and forum.

About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2019 12manage - The Executive Fast Track. V15.0 - Last updated: 17-6-2019. All names of their owners.