| Автор | Lowry, James R. |
| Автор | Wrege, William T. |
| Дата выпуска | 1996 |
| dc.description | ABSTRACTIn recent years, accounting firms like many other professional organizations have been facing more aggressive competition from marketing-driven competitors. To compete effectively, some accounting firms are turning to niche marketing or niching. However, this strategy of subdividing market into very small slices and then selecting slice to serve may not be feasible for all firms. Although there are numerous advantages to niche marketing, there are also certain risks associated with it. By conducting niche opportunity analysis for each element in the marketing mix, firm can make decision whether it possesses the resources to serve niche. The discussion in this paper focuses on way to approach and develop niche opportunity analysis. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Is Niche Marketing Suitable for Your Accounting Practice? |
| Тип | research-article |
| DOI | 10.1300/J090v15n01_09 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 15 |
| Первая страница | 137 |
| Последняя страница | 146 |
| Аффилиация | Lowry, James R.; Department of Marketing, Ball State University; American Marketing Association, Southern Marketing Association, Midwest Marketing Association, and the National Association of Purchasing Management |
| Аффилиация | Wrege, William T.; Department of Accounting, Ball State University; American Institute of Certified Public Accountants, Indiana Society of Certified Public Accountants, and the American Accounting Association |
| Выпуск | 1 |
