15min chapter

21st Century Entrepreneurship cover image

Rob Murray: What Are the 5 Common Marketing Mistakes Entrepreneurs Make?

21st Century Entrepreneurship

CHAPTER

The Power of Niching: Marketing Expertise Through Specialization

This chapter emphasizes the importance of narrowing marketing focus to specific customer types or solutions, leading to enhanced expertise and problem-solving. It also explains vertical vs. horizontal positioning, illustrated by industry examples, while highlighting the need for clear marketing goals and the measurement of key performance metrics.

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