The myth of "niche marketing."
By Bruce W. Marcus
Professional Services Marketing 3.0
There is much ado, these days, about niche marketing and target marketing and using mailing lists and knowledge management.
How does it all come together to make sense for the smaller accounting firm, particularly when there's a limited marketing budget, and a limited opportunity to reach out to the marketplace?
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In this report:
- The limited value of "niche" marketing
- Six key variables to evaluate
- The role of target marketing
- The role of sales
- The fusion that creates Total Context Marketing
- 15 steps to success in integrating and balancing marketing strategies