Exploiting Niches Using Relationship Marketing

David Shani; Sujana Chalasani

doi:10.1108/EUM0000000002532

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Journal of Services Marketing

ISSN: 0887-6045

Online from: 1987

Subject Area: Marketing

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Exploiting Niches Using Relationship Marketing

Document Information:
Title:	Exploiting Niches Using Relationship Marketing
Author(s):	David Shani, (Assistant Professor of Marketing at Baruch College, and the coordination of the market research area.), Sujana Chalasani, (M.B.A. student at Baruch College. This research was undertaken as part of her graduate thesis.)
Citation:	David Shani, Sujana Chalasani, (1992) "Exploiting Niches Using Relationship Marketing", Journal of Services Marketing, Vol. 6 Iss: 4, pp.43 - 52
Keywords:	Database marketing, Market segmentation, Marketing strategy, Niche marketing, Relationship marketing
DOI:	10.1108/EUM0000000002532 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Highlights the search for new marketing methods in the light of great upheaval in society and the erosion of the mass market. Attempts to integrate the modern concepts of relationship marketing and database marketing with the more traditional concept of niche marketing in the packaged goods environment. Explores the synergy existing between relationship and niche marketing. Discusses the distinction between segmentation and niche marketing, also between relationship and database marketing. Provides a framework for integrating niche and relationship marketing and discusses implications arising from it.

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