Niche Marketing
Finding Your Niche Can Be Very Profitable.
Four outstanding entrepreneurs examine niche marketing from several different perspectives.Mutual Respect and the African-American Consumer
by Earl G. Graves
Earl Graves, the founder and publisher of Black Enterprise Magazine, offers statistical evidence and his own business experience to explain businesses lose out when they dismiss the fact that the African-American consumer is most interested in a product or service's business value, not it's perceived social value. The incorrect assumptions about the African-American market that many businesses make can be corrected through, as Graves has discovered, with persistence and careful explanations of the overwhelmingly positive qualities of the African-American consumer.The Two Faces of Niche Marketing
by Jennifer Lawton
Niche businesses either start with specific offerings for a discreet audience or carve out specialities within a broader base. Either way, entrepreneurs who operate niche companies must understand themselves, their goals, and their customers, in order to deliver marketing campaigns that are simple and effective.Prospering in a Niche Market
by Pat Means
Prospering in a niche business requires spotting the potential of an under-served market, catering to customer needs, and planning expansions carefully according to Pat Means, who co-founded a publishing company aimed at middle-to-upper-income African Americans in California. Included are tips for staying on top of a limited market, such as maintaining the leadership slot in a market segment.All the World's a Niche
by Robert L. Johnson
Niche companies needn't be intimidated by their large corporate competitors because even the biggest companies must be adept at marketing differently to discreet audiences, writes the author, who founded the country's leading black-owned media concern. The solution is to stick to your specialty, maintain excitement with new ideas, and commit resources to expanding the brand.
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