Database Marketing Application and Barriers Faced by Firms in Service Sector in Albania A Framework For Understand Its Role In Creating Competitive Advantage

Competitive advantage is increasingly considered to be one of the key drivers of long-term success of an organization in today’s competitive markets. Before looking for a competitive advantage a lot of work has already been done. Sales goals have been reviewed; target markets are defined, problems and opportunities are defined and a thorough marketing plan is prepared. A marketing database is a collection of valuable structured information on present and prospective customers. The information gathered includes, who they are, where they buy, when they buy and how they buy. A proper database marketing system adds value to an organization, so it plays an important role in creating the competitive advantage. This paper contributes in the discussion about the identification of the barriers faced by large and medium firms in the service sector in Albania, trying to build competitive advantage through database marketing use.