After a 2003 marketing audit revealed niche opportunities in forensic accounting, public companies, not-for-profit organisations, and family businesses Tauber & Baiser PC, a US accounting firm, adopted a niche marketing strategy. To implement the strategy the firm: 1. Developed a marketing plan, appointed niche champion for each niche, and set up niche teams that met regularly to review the status of their marketing programme. 2. Used a variety of marketing tools, including newsletters, seminars...

BPIR Categories

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

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