The Niche Marketing Strategy Constructs (Elements) and Its Characteristics - A Review of the Relevant Literature

Galore International Journal of Applied Sciences & Humanities, Vol. 1(1), p. 73-80, January-March 2017

13 Pages Posted: 24 May 2017

See all articles by Fazal Akbar

Fazal Akbar

Universiti Tun Hussein Onn Malaysia (UTHM)

Abdul Omar

Universiti Tun Hussein Onn Malaysia (UTHM)

Fazli Wadood

University Tun Hussein Onn Malaysia - Department of Technology Management, Faculty of Technology Management and Business Entrepreneur

Date Written: January 22, 2017

Abstract

This paper is based on the premise that it is important to understand what niche marketing is; what its elements are, and also to know about the characteristics of niche marketing strategy. Essentials elements for a niche marketing strategy include segmentation, and positioning. The main purpose of the niche marketing is profitability, adherence to the marketing concept, relationship marketing practices, and building company reputation based on long term mutual benefit with its customers. Small firm must incorporate these ideas and become guerrilla marketers to compete successfully in markets dominated by much larger companies. To overcome these problems and potentially make effective use of niche marketing as a marketing strategy, the literature needs to advance a common definition, comprehensible elements, and most certainly common characteristics.

Keywords: Niche Marketing, Elements, Characteristics, Profitability, Sustainability

Suggested Citation

Akbar, Fazal and Omar, Abdul and Wadood, Fazli, The Niche Marketing Strategy Constructs (Elements) and Its Characteristics - A Review of the Relevant Literature (January 22, 2017). Galore International Journal of Applied Sciences & Humanities, Vol. 1(1), p. 73-80, January-March 2017, Available at SSRN: https://ssrn.com/abstract=2957004 or http://dx.doi.org/10.2139/ssrn.2957004

Fazal Akbar (Contact Author)

Universiti Tun Hussein Onn Malaysia (UTHM) ( email )

Parit Raja
Batu Pahat, Johor 86400
Malaysia

Abdul Omar

Universiti Tun Hussein Onn Malaysia (UTHM) ( email )

Parit Raja
Batu Pahat, Johor 86400
Malaysia

Fazli Wadood

University Tun Hussein Onn Malaysia - Department of Technology Management, Faculty of Technology Management and Business Entrepreneur ( email )

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