Exploiting Niches Using Relationship Marketing
- 1 March 1992
- journal article
- Published by Emerald Publishing in Journal of Consumer Marketing
- Vol. 9 (3) , 33-42
- https://doi.org/10.1108/07363769210035215
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
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