Competitive Advantage in e-Commerce: The Case of Database Marketing

Conference paper
Part of the Advances in Intelligent and Soft Computing book series (AINSC, volume 143)


In the contemporary competitive environment, the way that organizations generate, manipulate, select and make use of information about its customers has gained increasing importance for its potential to give the company an edge over competitors. Consumers demand a treatment increasingly personalized and products\services that better suit their needs, being receptive to actions that allow for greater interaction in the purchase process. The aim of this paper is to analyze the database marketing as a crescent usefulness tool, connecting businesses and consumers in the context of new market settings. With the appropriate structure can improve the integration and availability of data for customers, improving the company’s performance, giving a more solid support at the level of decision making in business marketing activities and development strategies to acquire new customers, or ultimately helping to keep customers. These benefits become more significant in the digital economy.


Competitive advantage Database Marketing e-Commerce 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 1.
    Gummesson, E.: Total Relationship Marketing, Rethinking Marketing Management: From 4Ps to 30 Rs. Butterworth Heinemann, Oxford (1999)Google Scholar
  2. 2.
    Mckenna, R.: Marketing de Relacionamento. Ed. Campus, RJ (1995)Google Scholar
  3. 3.
    Vavra, T.G.: Marketing de Relacionamento (Aftermarketing). Editora Atlas, SP (1993)Google Scholar
  4. 4.
    Tucker, R., Brown, N.: Effective database marketing. Incentive 23(21) (December 1994)Google Scholar
  5. 5.
    Christopher, M., Payne, A., Ballantyne, D.: Relationship Marketing. Butterworth-Heinemann, London (1991)Google Scholar
  6. 6.
    Ananyan, S., Kiselev, M.: Marketing competence:: Contributions - DBM (2004),
  7. 7.
    Batra, R.: The new direct marketing: How to implement a profit-driven DBM strategy. Irwin, Burr Ridge (1995)Google Scholar
  8. 8.
    Davies, M.J.: The Essential Guide to Database Marketing. McGraw-Hill Book Company, London (1992)Google Scholar
  9. 9.
    Hedgcock, R.: Automating the marketing environment & transforming data into insight: the datawarehouse & the database marketing. Direct Marketing, 56–58 (February 1998)Google Scholar
  10. 10.
    Seiler, M.: Organization key to database marketing. Marketing News, 18 (February 14, 2000)Google Scholar
  11. 11.
    Shaw, R., Stone, M.: Marketing com banco de dados: database marketing - entendendo e implantando o marketing com banco de dados em qualquer tipo de empresa. Editora Atlas, SP (1993)Google Scholar
  12. 12.
    Ansoff, I.: Corporate Strategy. McGraw-Hill, NY (1965)Google Scholar
  13. 13.
    Porter, M.E.: Cases in Competitive Strategy. Free Press, N.Y (1982)Google Scholar
  14. 14.
    Lambin, J.J.: Marketing Estratégico, 4a edição. McGraw-Hill, Lisboa (2000)Google Scholar
  15. 15.
    Schaars, S.P.: Marketing Strategy: a customer-driven approach. The Free Press, NY (1991)Google Scholar
  16. 16.
    Albrecht, K.: Lawrence Bradford Service Advantage: How to Identify and Fulfill Customer Needs. McGraw-Hill (1989)Google Scholar
  17. 17.
    Turban, E., King, D., Lee, J.K., Viehland, D.: Electronic Commerce: A Managerial Perspective. Prentice Hall (2006)Google Scholar
  18. 18.
    Foos, S., Lim, E.: A hypermedia database to manage world-wide-web documents. Information & Management 31, 235–249 (1997)CrossRefGoogle Scholar
  19. 19.
    Peppers, D., Rogers, M.: Enterprise One to One: tools for competing in the interactive age. Bantam Doubleday Dell Publishing Group Inc., NY (1997)Google Scholar
  20. 20.
    Boulton, R.E.S., Libert, B.D., Samek, S.M.: A business model for the new economy. Journal of Business Strategy, 29–35 (2000)Google Scholar
  21. 21.
    McKenna, R.: Leadership in the digital age Executive Excellence, p. 6 (2000)Google Scholar
  22. 22.
    Evans, P.B., Wurster, T.S.: Strategy and the New Economics of Information. Harvard Business Review, 70–82 (1997)Google Scholar
  23. 23.
    King, D.G.: Merging on to the information superhighway. Target Marketing, 73–74 (2000)Google Scholar
  24. 24.
    Cox, J.: E-commerce changing the face of databases. Network World 31, 38 (2000)Google Scholar
  25. 25.
    Chleba, M.: Marketing digital, novas tecnologias e novos modelos de negócio. Futura, São Paulo (1999)Google Scholar
  26. 26.
    Albertin, L.A.: Comércio electrónico: benefícios e aspectos de sua aplicação. ERA 38(1), São Paulo (1998)Google Scholar

Copyright information

© Springer-Verlag GmbH Berlin Heidelberg 2012

Authors and Affiliations

  1. 1.Isla - Superior Institute of Languages and Administration of LeiriaLeiriaPortugal
  2. 2.CIEO – Centre for Spatial Research and OrganizationsUniversidade do AlgarveFaroPortugal

Personalised recommendations