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MIT Sloan Management Review - Sustainable Innovation
04/06/2010
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Six Strategies for Niche Marketing
There are unique market sweet spots that consumers are willing to pay a premium for, and companies that stake them out can win big. In Executive Adviser, our collaboration with The Wall Street Journal, Eric Clemons, Paul Nunes and Matt Reilly explain that in the age of so much consumer-generated online content, "resonance marketing" is not only more important than ever, it's also easier than ever to do. Plus: further readings »
ALSO IN THE NEW ISSUE: Chinese executives weigh in on how companies in developing markets can cultivate leadership, in "Emerging Need."
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