Exploiting Niches Using Relationship Marketing
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. https://doi.org/10.1108/07363769210035215
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