In 2001 Schenck Business Solutions, a US accounting and consulting firm, set up a real estate and construction niche to capitalise on the industry expertise it had acquired as a result of a merger. The firm recognised that strong leadership and branding were very important to its niche marketing strategy. The niche team had its…

BPIR Categories

4.1.1 Identify market segments & target customers
4.1.4 Develop & implement marketing strategy

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