Information-Driven Marketing Strategy

Abstract

As we begin this 21st century, an important characteristic of successful businesses is emerging: they are customer oriented. Indeed, with the globalisation of markets and the ever improving information age, competition is increasing and customers enjoy more elaborate choices and are better informed about them, be it in pharmaceuticals, life insurance or hospital supplies. We can state that customer orientation has become the winning business paradigm of our era, and it should remain so for some time to come. This paper considers the lessons that can be learned from high-performance companies in the areas of e-commerce, global marketing and competitive advantage.