Niche vs. Mass Marketing


This concept compares niche and mass marketing strategies and discusses different methods of applying these marketing strategies.

Technique Overview

Niche vs. Mass Marketing

Niche vs. Mass Marketing Definition

Mass Marketing (undifferentiated marketing) is a market coverage technique that does not distinguish or recognise any substantial differences between customer segments and usually offers a generic/holistic marketing approach. It is a broad-brush attempt to appeal to the entire marketplace with one basic marketing (single marketing mix) strategy by utilising mass distribution and mass promotion. In contrast, niche market strategies focus on specific market segments (Brassington and Pettitt, 2003).

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Business Evidence

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Business Application

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Professional Tools

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Further Reading

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Niche vs. Mass Marketing References (4 of up to 20) *

  • Brassington, F. and Pettitt, S. (2003) Principles of Marketing. Educational Technology Publications Inc, US.
  • Brynjolfsson, E., Hu, Y. and Smith, M.D. (2006) From Niches to Riches: The Anatomy of the Long Tail. Sloan Management Review, Vol. 47(4), pp. 67-71.
  • Dibb, S., Simkin, L., Pride, W. M. and Ferrell, O.C. (2005) Marketing Concepts and Strategies. Houghton Miffin, US.
  • Dyer, D., Dalzell, F. and Olegario, R. (2004) Rising Tide: Lessons From 165 Years of Brand Building at Proctor and Gamble. Harvard Business Press, US.

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