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 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).
Niche vs. Mass Marketing Description *
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Business Evidence
Strengths, weaknesses and examples of Niche vs. Mass Marketing *
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Business Application
Implementation, success factors and measures of Niche vs. Mass Marketing *
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Professional Tools
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Further Reading
Niche vs. Mass Marketing web and print resources *
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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