Search results

1 – 3 of 3
To view the access options for this content please click here
Article
Publication date: 1 April 1992

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/07363769210035215. When citing…

Abstract

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/07363769210035215. When citing the article, please cite: David Shani, Sujana Chalasani, (1992) “Exploiting Niches Using Relationship Marketing”, Journal of Consumer Marketing, Vol. 9 Iss: 3, pp. 33 - 42.

Details

Journal of Services Marketing, vol. 6 no. 4
Type: Research Article
ISSN: 0887-6045

To view the access options for this content please click here
Article
Publication date: 1 April 1993

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/07363769210035215. When citing…

Abstract

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/07363769210035215. When citing the article, please cite: David Shani, Sujana Chalasani, (1992) “Exploiting Niches Using Relationship Marketing”, Journal of Consumer Marketing, Vol. 9 Iss: 3, pp. 33 - 42.

Details

Journal of Business & Industrial Marketing, vol. 8 no. 4
Type: Research Article
ISSN: 0885-8624

To view the access options for this content please click here
Article
Publication date: 1 March 1992

David Shani and Sujana Chalasani

Discusses niche and relationship marketing strategies as responsesto fragmentation of the mass market. Considers the differentperspectives of these approaches and how the…

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.

Details

Journal of Consumer Marketing, vol. 9 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

1 – 3 of 3