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Exploiting Niches Using Relationship Marketing

Exploiting Niches Using Relationship Marketing Discusses niche and relationship marketing strategies as responsesto fragmentation of the mass market. Considers the differentperspectives of these approaches and how the two may be integrated intoan overall marketing strategy. Concludes that marketers need to movefrom a topdown approach of segmentation to a bottomup approach ofaggregating individual needs, and an integrative relationship marketingsystem using a customer database is a way of doing so. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Exploiting Niches Using Relationship Marketing

Journal of Consumer Marketing , Volume 9 (3): 10 – Mar 1, 1992

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769210035215
Publisher site
See Article on Publisher Site

Abstract

Discusses niche and relationship marketing strategies as responsesto fragmentation of the mass market. Considers the differentperspectives of these approaches and how the two may be integrated intoan overall marketing strategy. Concludes that marketers need to movefrom a topdown approach of segmentation to a bottomup approach ofaggregating individual needs, and an integrative relationship marketingsystem using a customer database is a way of doing so.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Mar 1, 1992

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