Building Competitive Advantage on the Internet using Relationship Marketing

Marian Norwood, Maurice Mulvenna, AG Büchner, C Grant

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

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This paper examines how relationship marketing, enhanced by data analysis techniques, can be applied to Internet marketing. One possible technique that can help the Internet marketer to build relationships with individual customers and hence achieve competitive advantage, is that of Direct Marketing. This paper begins by defining Relationship marketing (RM), examining its theoretical basis and its origins before moving to a discussion of some of the processes by which it can be applied to the Internet market. The first processes are marketing based and relate to a new paradigm of relationship marketing that implies the development of a relationship and hence loyalty. The second series of processes relate to data analysis procedures that can provide the marketer with accurate and current high-level knowledge about consumer behaviour.
Original languageEnglish
Title of host publicationUnknown Host Publication
Number of pages10
Publication statusAccepted/In press - 16 Oct 1997
Event1st Berlin Internet Economics Workshop (IEW-97) - Berlin
Duration: 16 Oct 1997 → …


Workshop1st Berlin Internet Economics Workshop (IEW-97)
Period16/10/97 → …


  • Electronic commerce
  • Relationship Marketing


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