{"product_id":"niche-9780349123004","title":"Niche","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eAs high street and main street businesses continue to suffer, there''s a new rule in business: forget about the general audience and instead stake out an identifiable niche.\u003cbr\u003e\u003cbr\u003eWoolworths 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 \u003ci\u003eThe Economist\u003c\/i\u003e have all succeeded by building their authority over narrow areas of expertise and cultivating a passionate following - and their profits have mushroomed. \u003cbr\u003e\u003cbr\u003eFascinating and thought-provoking, \u003ci\u003eNiche\u003c\/i\u003e is a superb examination of how innovation and profitability are moving to a series of tightly defined but globally scattered niches, bound together by the reach of the net.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eA fascinating book . . . Compelling . . . Its easy-going style ranges confidently over the modern marketing landscape and the examples of brands rising and falling are compelling. The research is excellent -- Jamie Collinson * Management Today *\u003cbr\u003eJames Harkin . . . wears lightly a wide range of expertise . . . A good read -- John Kay * Financial Times *","brand":"Little, Brown Book Group","offers":[{"title":"Default Title","offer_id":49401851871575,"sku":"9780349123004","price":10.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780349123004.jpg?v=1730478690","url":"https:\/\/bookcurl.com\/products\/niche-9780349123004","provider":"Book Curl","version":"1.0","type":"link"}