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This article has been withdrawn as it was published elsewhere and accidentally duplicated.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.

This article has been withdrawn as it was published elsewhere and accidentally duplicated.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.

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.