Think Small to Grow Your Business: Creating Micro-Niches Using Resonance Marketing

34 Pages Posted: 8 Jan 2014

See all articles by Hershey H. Friedman

Hershey H. Friedman

City University of New York - Department of Business Management

Linda Weiser Friedman

Baruch College, CUNY - Zicklin School of Business; CUNY - The Graduate Center

Date Written: January 6, 2014

Abstract

The Internet has made it relatively easy to start a new business. It is now possible to go after target markets that are extremely small. Resonance marketing can enable a small business to find new market niches and charge premium prices. The advantages of using resonance marketing to target micro-niches are discussed. The organizations that will thrive in the extremely competitive Global Internet Age are the ones that know how to be resilient and can adapt. This often requires using resonance marketing and going after several micro-niches rather than staking everything on one large market segment.

Keywords: micro-niche, resonance marketing, target markets, mashups, multicultural marketing, film industry, publishing industry, military, small business.

JEL Classification: A22, A23, D81, G18, G21, I20, L20, L21, M14, M19, M31, Q20, Q38

Suggested Citation

Friedman, Hershey H. and Friedman, Linda Weiser, Think Small to Grow Your Business: Creating Micro-Niches Using Resonance Marketing (January 6, 2014). Available at SSRN: https://ssrn.com/abstract=2375433 or http://dx.doi.org/10.2139/ssrn.2375433

Hershey H. Friedman (Contact Author)

City University of New York - Department of Business Management ( email )

Linda Weiser Friedman

Baruch College, CUNY - Zicklin School of Business ( email )

17 Lexington Avenue
New York, NY 10010
United States

HOME PAGE: http://cisnet.baruch.cuny.edu/friedman/

CUNY - The Graduate Center

365 Fifth Avenue
New York,, NY 10016
United States

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