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

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.