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 of Consumer Marketing – Emerald Publishing
Published: Mar 1, 1992