A successful campaign for a niche market must consist of several strategies that combine each other in order to minimize risks and maximize the chances of gains. Jean Marie Caragher (2008) believes that an adequately developed niche marketing campaign has to consist of at least a mission statement, a situational analysis and SMART goals and strategies; the acronym stands for specific, measurable, attainable, realistic and timely. Aside these however, the proper niche marketing campaign must also integrate features which refer to the unique characteristics of the organization discussed or the product or service promoted. This means that the campaign must be built on both traditional and experience-based marketing techniques. Consequently then, the ultimate decision of the manager should revolve around a hybrid plan of action - a marketing campaign integrating features of traditional and modern approaches.

5. Justification of Decision

The decision that has been reached advices the manager to invest his budget in both traditional and modern approaches to marketing operations. The belief is based on the simple fact that both types of techniques reveal advantages and disadvantages. The traditional methods ensure increased levels of stability, but the modern ones enhance the chances of success by addressing issues left uncovered by the traditional approach. Otherwise put, the benefit of the combined usage is that it maximizes the chances of a successful campaign, while minimizing the risks adjacent to each strategy, taken individually.

The emergence of experience-based marketing is the result of important changes in the market place and the microenvironmental context. Experience-based marketing is the new era, but it cannot yet be fully integrated. The most likely future modifications revolve around the slow but sure integration of traditional marketing into the developing of more modern approaches. Otherwise put, it is probable that a new discipline will be formed; it will be based on traditional techniques, but it will also integrate modern concepts. Ultimately then, the end result is expected to be a hybrid marketing approach.

6. Conclusions

The contemporaneous manager is faced with highly complex tasks, one of them being the selection...

The academic opinions vary relative to the importance and benefits of traditional vs. modern approaches. The most effective solution for the time being seems to be the implementation of a hybrid approach, which combines the benefits of the two types of strategies and reduces their limitations.
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