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Synopsis
There is a new rule in business: don't aim for the middle market - unless you're cheaper than cheap, you're going to fail. Instead, find a Niche and reap the rewards. Woolworths suffered from a lack of identity and found that low quality and low price wasn't enough; General Motors crashed as motorists failed to distinguish between cars in their range. Yet HBO, Moleskine and specialist media like The Economist have all concentrated on being the best they can be - and customers have flocked to them as a result. For sixty years, our cultural consumption has been controlled by the giants of the mass market. But thanks to the recession they have become weak and defensive, and are now in a desperate fight for their lives. From this new cultural terrain the niche has evolved to become the place where innovation flourishes and sales take off. From the author of CYBURBIA comes a superb examination of the growing proportion of economic, political and cultural activity aimed not at the mainstream audience but at tightly defined but globally scattered niches, bound together by the power of the net.
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About the Author
James Harkin is the author of Cyburbia and writes regularly for the Guardian and the Financial Times.
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- PublisherLittle, Brown
- Publication date2011
- ISBN 10 1408702436
- ISBN 13 9781408702437
- BindingPaperback
- LanguageEnglish
- Number of pages256
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Niche: Why the Market No Longer Favours the Mainstream
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Niche: The missing middle and why business needs to specialise to survive
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paperback. Condition: Used; Acceptable. Dispatched, from the UK, within 48 hours of ordering. The book is perfectly readable and fit for use, although it shows signs of previous ownership. The spine is likely creased and the cover scuffed or slightly torn. Textbooks will typically have an amount of underlining and/or highlighting, as well as notes. If this book is over 5 years old, then please expect the pages to be yellowing or to have age spots. Grubby book may have mild dirt or some staining, mostly on the edges of pages. Damaged book. Slightly damaged in some way typically, a grazed corner or torn cover. Seller Inventory # CHL10026504
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Niche: The missing middle and why business needs to specialise to survive
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Condition: Very Good. Most items will be dispatched the same or the next working day. A copy that has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Seller Inventory # wbs2662701775
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Niche: The missing middle and why business needs to specialise to survive
Seller: WeBuyBooks, Rossendale, LANCS, United Kingdom
Seller rating 5 out of 5 stars
Condition: Good. Most items will be dispatched the same or the next working day. A copy that has been read but remains in clean condition. All of the pages are intact and the cover is intact and the spine may show signs of wear. The book may have minor markings which are not specifically mentioned. Seller Inventory # wbs8109359126
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