Nichecraft: American Girl is one marketer that already gets that 'niching' is the competitive strategy of the day. Its business objectives: improved share, margins and profits; faster growth; and the higher turns demanded by investors.

Advertising Age - CMO Strategy - Today's Niche Marketing Is All About Narrow, Not Small

The evolution of our mature marketplace, along with the technology that allows consumers to be in control, has created a seismic shift from one-size-fits-all mass markets to millions of markets of self interest. All mature markets inevitably evolve into this kind of economy, driven by ever-narrower markets of desire and ever-narrower facets of individual self-identities.

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