Making Niche Marketing Work: How to Grow Bigger By Acting Smaller.

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Making Niche Marketing Work: How to Grow Bigger by Acting Smaller by Robert E. Linneman and John L. Stanton, jr. McGraw-Hill, 1991. $22.95 (hardcover). Timex does it with any array of specialty watches. Kellogg does it with increasingly consumer-specific breakfast cereals. Today, more than 75 percent of the nation's leading industrial and nonindustrial firms are targeting new products and services to smaller market segments. As a result, they are dramatically boosting sales and products. This book offers specific guidelines for making niche marketing work for your company, whether big or small, on …