Handbook of Specialty Advertising

NichNe icMhe aMrakrkeettiinngg R Reviesivteidsited:

Concept, Applications,

and Some European Cases

Tevfik Dalgic

Maarten Leeuw

INTRODUCTION

Niche marketing is an method which has been applied correctly

by means of several organizations around the arena. Despite its growing interest

and increasing recognition there seems to be limited research on

this subject. Although numerous papers had been published on this

location, they are predominantly from a practitioner’s point of view.