Autori
Mattiacci, Alberto
Ceccotti, Federica

Titolo
Nicchia e competitività: prospettive per il consumer marketing nella nuova globalizzazione
Periodico
Micro & macro marketing
Anno: 2008 - Volume: 17 - Fascicolo: 2 - Pagina iniziale: 229 - Pagina finale: 258

Niche marketing isn't surprisingly still a completely formalized idea. While the niche concept is to be considered quite clearly defined, little has been said about the connected management rules that have to be significantly different from the volume markets'ones. The article, through the presentation of the manager survey's main results, tries to identify some measures of the niches, useful to complete the niche definition. In this way, we can find a complete niche representation, both qualitative and quantitative. In a dynamic view, our article tries to define a managerial profile of niche management and to know evolutionary lines for the niche business.



SICI: 1121-4228(2008)17:2<229:NECPPI>2.0.ZU;2-1
Testo completo: http://www.mulino.it/ws/rwDirectDownload.php?doi=10.1431/27686
Testo completo alternativo: http://www.mulino.it/rivisteweb/scheda_articolo.php?id_articolo=27686

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