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Home→The Westburn Dictionary of Marketing→N→niche strategy

niche strategy

Definition:
A CONCENTRATED marketing strategy followed by small firms which are unable to compete directly with larger firms with cost leadership advantages. Involves the selection of a segment or segments which are sufficiently large to be profitable and developing highly differentiated products to meet their needs.

Cross-References:
[concentrated marketing strategy]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].