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Exploiting Niches Using Relationship Marketing

David Shani (Assistant Professor of Marketing at Baruch College)
Sujana Chalasani (M.B.A. student at Baruch College.)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 March 1992


Discusses niche and relationship marketing strategies as responses to fragmentation of the mass market. Considers the different perspectives of these approaches and how the two may be integrated into an overall marketing strategy. Concludes that marketers need to move from a top‐down approach of segmentation to a bottom‐up approach of aggregating individual needs, and an integrative relationship marketing system using a customer database is a way of doing so.



Shani, D. and Chalasani, S. (1992), "Exploiting Niches Using Relationship Marketing", Journal of Consumer Marketing, Vol. 9 No. 3, pp. 33-42.




Copyright © 1992, MCB UP Limited