THE USE OF AN ONLINE COMMERCIAL DATABASE AS A SOURCE OF COMPETITIVE ADVANTAGE FOR DEVELOPING MARKETING STRATEGIES AND TACTICS

The availability of online databases provides corporate executives with a valuable set of resources for the development of marketing strategies and tactics. This paper provides an example of how an online “mailing file” can be used to guide a company's efforts to identify new business prospects. As a result, this paper demonstrates how the management of Internet databases, if used properly, can enhance a company's competitive position.