ABSTRACT
The ever-increasing diversity in consumer tastes and habits as well as changing needs of business and organizational markets, coupled with cutthroat competition, structural changes in markets, continuous advancement in information, and production technologies do not only create new marketing approaches and methods but also threaten large companies and question the validity of their traditional marketing methods and practices. Niche marketing is among the most frequently mentioned marketing methods in the business press recently (see Forbes issues in 1991-2005, The Wall Street Journal, 1996- 2005). However, academic journals seem to ignore this popular business choice, and the literature of marketing is lacking in this field (Dalgic, 1998). When it comes to international markets, the need for new marketing approaches and methods becomes more urgent due to the fact that many companies from different countries compete for the same host markets. International marketers need applicable, operationalized methods to be more successful in foreign markets.
