Exploiting Niches Using Relationship Marketing
Abstract
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.
Keywords
Citation
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
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited