Large and small companies are discovering they must find their "niche" - those customers whose needs their competitors have overlooked - in order to increase sales and profits. "Making Niche Marketing Work" offers tested strategies to help companies pinpoint new opportunities and then position their products or services to meet customers' needs more closely. This hands-on guide shows how to gain and sustain competitive advantages by turning market shifts into marketing opportunities; building a niche marketing database; mining for niches in unexpected places; differentiating products and services from the competition's; obtaining and maintaining funding; dealing with production distribution, planning, personnel, advertising and selling; and getting potential users to try a product.