| Popis: |
In this age of diversity, marketers are being rudely awakened to the erosion of the mass market. A massive upheaval in the social landscape has led to the fragmentation of the mass market. Marketers find that the traditional marketing methods are no longer so effective as they used to be. The search is on for new and more appropriate methods. Niche marketing and relationship marketing are two of the most talked‐about methods. Each of these strategies was developed from a different perspective, and little attention was paid to the possible synergy between the two. This is the first step in trying 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 between niche and relationship marketing. Seeks to distinguish between segmentation and niche marketing, discuss the distinction between relationship marketing and database marketing, provide a conceptual framework for the int... |
