135-146

• Pinto, Filipe
• Santos, Manuel Filipe
• Marques, Alzira

Marketing departments handles with a great volume of data which are normally task or marketingactivity dependent. This requires the use of certain, and perhaps unique, specific knowledge background andframework. This article aims to introduce an almost unexplored research at marketing field: the ontologicalapproach to the Database Marketing process. We propose a framework supported by ontologies and knowledgeextraction from databases techniques. Therefore this paper has two purposes: to integrate the ontologicalapproach into Database Marketing and to create a domain ontology, a knowledge base that will enhance theentire process at both levels, marketing and knowledge extraction techniques. In order to structure andsystematize the marketing concepts, Action Research methodology has been applied. At the end of this researchthe ontologies will be used to pre-generalize the Database Marketing knowledge through a knowledge base.

• Economics and Business

• Διοίκηση επιχειρήσεων
• Business management

ontologies, database marketing, knowledge extraction process, action research

Περιέχει γραφήματα, πίνακες και βιβλιογραφία