Autori:
Mattiacci, Alberto,
Ceccotti, FedericaTitolo:
Nicchia e competitività: prospettive per il consumer marketing nella nuova globalizzazione Periodico:
Micro & macro marketingAnno:
2008 - Volume:
17 - Fascicolo:
2 - Pagina iniziale:
229 - Pagina finale:
258Niche 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=10.1431/27686Testo completo alternativo:
http://www.mulino.it/rivisteweb/scheda_articolo.php?id_articolo=27686Esportazione dati in Refworks (solo per utenti abilitati)
Record salvabile in Zotero
Biblioteche ACNP che possiedono il periodico