Niche ; why the market no longer favours the mainstream [printed text] / James Harkin, Author . - London : Little, Brown, 2011.
ISBN : 978-1-4087-0243-7

Class number:	658.802
Abstract:	This brillant book is about a world in which anyone who tries to be all things to all people ends up doing nothing for anyone. It offers fascinating insights into how we behave when faced with a bewildering range of choice, why it's easier than ever before to fidn what we're looking for and what happens when we all want to be different. From the author of Cyburbia comes a superb examination of how innovation and profitability are moving from the midde of the market to a series of tightly defined but globally scatterd niches bound together by the reach of the net.
Contents note:	Introduction; Chapter 1: Out of the Whale; Chapter 2: Target Practice; Chapter 3: The Mole; Chapter 4: The Hawk; Chapter 5: The New Nesting Places; Chapter 6: Birds of a Feather; Chapter 7: Pigeon-holed; Chapter 8: Cult-ivate; Further reading; Acknowledgements; Index;