Finding your niche. (marketing of professinal associations)(includes related article) From: Association Management | Date: June 1, 1991| Author: Byers, Mary M. | COPYRIGHT 1991 American Society of Association Executives. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group.Copyright information

Finding Your Niche

Savvy association marketers can target their promotions with a surefire mail survey.

Did you ever wonder why so many types of Coca Cola line supermarket shelves? Or why Kool-Aid is available in both regular and sugar-free varieties? Each of these products exists and each is successful because it fills a particular niche in the market. The companies that created these products are adept marketers--first stimulating demand by using mass market...