Niche Marketing Departing From Mass Marketing: A Theoretical Framework

Abstract

This article deals with the understanding of mass marketing and niche marketing. The aim of this article is to emphasize the importance of niche markets and niche marketing activities, especially in the implementation of these marketing strategies by making sense of market segmentation and target market strategies. It is aimed to analyze niche marketing, advantages, problems and different methods. The transition process of mass marketing to niche market is examined. Evaluations regarding mass and niche markets are made. Changing world and new economy understanding; He is engaged in the transition from the mass marketing paradigm to the niche marketing paradigm. Today, markets are gaining value with the systematic perspective of mass marketing and the unique values of niche marketing. The focus is on market-specific factors based on the academic literature on niche marketing. What niche marketing is and the characteristics of the phenomena that cause its existence are examined. Aspects related to niche marketing and strategic capacity are defined and shed light on the available literature.