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BOOK OF THE MONTH
MY LIFE IN FULL
Indra K. Nooyi
699

An intimate and powerful memoir by the trailblazing former CEO of PepsiCo

For...(+)

Author Spotlight

John Grisham as a child dreamed of being a  professional baseball player. After graduating ...(+)

  John Grisham  
 
 
 
Niche
James Harkin

Classification : Business, Management & Economics
Pub Date : Mar 04, 2011
Imprint : Little, Brown
Page Extent : 256
Binding : PB
ISBN : 9781408702437
Price : 999

About the book
There is a new rule in business: don't aim for the middle market - unless you're cheaper than cheap, you're going to fail. Instead, find a Niche and reap the rewards. Woolworths 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 The Economist have all concentrated on being the best they can be - and customers have flocked to them as a result. For sixty years, our cultural consumption has been controlled by the giants of the mass market. But thanks to the recession they have become weak and defensive, and are now in a desperate fight for their lives. From this new cultural terrain the niche has evolved to become the place where innovation flourishes and sales take off. From the author of CYBURBIA comes a superb examination of the growing proportion of economic, political and cultural activity aimed not at the mainstream audience but at tightly defined but globally scattered niches, bound together by the power of the net.>

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James Harkin
James Harkin is an author of three previous books and a journalist who has written for the Guardian, Vanity Fair, the Atlantic, the New Republic...(+)
Books by James Harkin
Cyburbia (PB)
Cyburbia (PB)
Hunting Season (PB)
Niche (PB)