Handbook of niche marketing [electronic resource] : principles and practice / Tevfik Dalgic, editor.

Includes bibliographical references and index.

Niche marketing revisited : concept, applications, and some European cases / Tevfik Dalgic, Maarten Leeuw -- Principles of global niche marketing strategies : an early conceptual framework / Isil Hezar ... [et al.] -- Approach for identifying cannibalization within product line extensions and multibrand strategies / Charlotte H. Mason, George R. Milne -- Ecological niche theory approach to the measurement of brand competition / George R. Milne, Charlotte H. Mason -- Visual approach for identifying consumer satisfaction niches / Hooman Estelami, Peter De Maeyer -- High tech, high performance : the synergy of niche strategy and planning focus in technological entrepreneurial firms / Karen Bantel -- Crafting a niche in a crowded market : the case of Palliser Estate Wines of Martinborough (New Zealand) / Michael Beverland, Lawrence S. Lockshin -- Niche marketing for hotel managers / Ron Morritt -- Out in the market : the history of the gay market segment in the United States / Blaine J. Branchik.