Öz
Bu makalenin amacı veritabanlı pazarlamanın bilgi yönetimi aracı olarak kullanılıp kullanılamayaca ını ara tırmak ve Türk hazır giyim endüstrisindeki perakendecilikle ilgili uygulamaları ö renmektir. Bilgi teknolojilerini kullanan perakendeciler bazı verileri topladıktan sonra onları kendilerine yararlı enformasyonlara ve bigilere dönü türerek veritabanlı pazarlama sistemlerini kullanabilirler. Bu ara tırmada hazır giyim perakendecilerinin veritabanlı pazarlama sistemine sahip olup olmadıklarını ve sahiplerse bu sistemi nasıl kurup çalı tırdıkları incelenmektedir. Bilgi teknolojileri alanında çalışan işletmelerin bu araştırma konusu ve sonuçlarına ilgi gösterecekleri kuşkusuzdur
Anahtar Kelimeler
Bilgi bilgi yönetimi veri enformasyon veritabanlı paarlama hazır giyim perakendeciliği
Kaynakça
- BATRA, R, DEERE, R., RATNER, B. (1998) The new direct marketing : how to implement a profit - driven database marketing strategy, 3rded., New York, McGraw Hill.
- FLETCHER, M. (1995) Marketing management and information technology, 2nded. New Jersey, Prentice Hall.
- GLAZER, R. (1991). Marketing in an information intensive environment : strategic implications of knowledge as an asset. Journal of Marketing, 55, pp.1-19.
- HAAG, S. & KEEN, P. (1996) Information technology : tomorrow’s advantage from today, New York, Mc Graw Hill.
- HANNA, N., GUY, K. & ARNOLD, E. (1995). World Bank discussion papers of information technology experience of industrial countries and lessons for developing ones. Washington, D.C.
- JACKSON, R. & WANG, P. (1994). Strategic database marketing. Illinois, NTC Publishing Group.
- KOTLER, P. (1999). Principles of marketing. New Jersey, Prentice Hall. LETTING CUSTOMERS OUT OF THE WAREHOUSE – AND INTO THE ORGANIZATION. (2000) [Internet] Avilable Form : <http://www.rmts.com /papers/secinter.html> [Accessed 21.10.2000]
- NONAKA, I. & TAKEUCHI, H. (1994). The theory of organizational knowledge creation. Oxford, Oxford Press.
- PALMQUIST, J., KETOLA, T. (1999). Turning data into knowledge. Marketing Research, 11, 29-34.
- PRUSAK, L. and DAVENPORT, T.H. (1998). Working knowledge : how organizations manage what they know. Boston, Harvard Business School Press. RAPP, S. & COLLINS, T.L. (1987). Maximarketing. New York, McGraw Hill.
- ROWE, C.W. (1989). A review of direct marketing and how it can be applied to the wine industry. European Journal of Marketing,. 23 (9), 5-14.
- SVEIBY, K.E. (1997). The new organizational wealth : managing and measuring knowledge- based assets. San Francisco, Berret-Kohler Publishers.
- TZOKAS, N. & SAREN, M. (2000) [Internet] Transformation in relationship marketing. Available from: <http://www.crm-forum.com/academy/vrtm/ppr.htm> [Accessed 24.03.2000]
- WHEELEN, T.L. & HUNGER, J.D. (2000). Strategic management and business policy. New Jersey, Prentice Hall.
- WREDEN, N. (1999) From Customer Satisfaction to Customer Loyalty. [Internet] Available From <http : //www.beyondcomputingmag.com/archive/1999/01- 99/custcon.html> [Accessed 19.05.2003]
Öz
The aim of this article is to learn whether database marketing is used as a tool of knowledge management, and to investigate its applications among Turkish ready to wear retailers. The retailers who use knowledge technologies can collect and turn data into useful information and knowledge, and then use them in database marketing systems. This study investigates whether ready to wear retailers have such database marketing systems, and how they set up and work these systems if they have one. There is no doubt that businesses in the information technologies sector would be interested in the topic and the results.
Anahtar Kelimeler
Knowledge Knowledge Management Data Information Database Marketing Data Warehouse Ready to Wear Retailing
Kaynakça
- BATRA, R, DEERE, R., RATNER, B. (1998) The new direct marketing : how to implement a profit - driven database marketing strategy, 3rded., New York, McGraw Hill.
- FLETCHER, M. (1995) Marketing management and information technology, 2nded. New Jersey, Prentice Hall.
- GLAZER, R. (1991). Marketing in an information intensive environment : strategic implications of knowledge as an asset. Journal of Marketing, 55, pp.1-19.
- HAAG, S. & KEEN, P. (1996) Information technology : tomorrow’s advantage from today, New York, Mc Graw Hill.
- HANNA, N., GUY, K. & ARNOLD, E. (1995). World Bank discussion papers of information technology experience of industrial countries and lessons for developing ones. Washington, D.C.
- JACKSON, R. & WANG, P. (1994). Strategic database marketing. Illinois, NTC Publishing Group.
- KOTLER, P. (1999). Principles of marketing. New Jersey, Prentice Hall. LETTING CUSTOMERS OUT OF THE WAREHOUSE – AND INTO THE ORGANIZATION. (2000) [Internet] Avilable Form : <http://www.rmts.com /papers/secinter.html> [Accessed 21.10.2000]
- NONAKA, I. & TAKEUCHI, H. (1994). The theory of organizational knowledge creation. Oxford, Oxford Press.
- PALMQUIST, J., KETOLA, T. (1999). Turning data into knowledge. Marketing Research, 11, 29-34.
- PRUSAK, L. and DAVENPORT, T.H. (1998). Working knowledge : how organizations manage what they know. Boston, Harvard Business School Press. RAPP, S. & COLLINS, T.L. (1987). Maximarketing. New York, McGraw Hill.
- ROWE, C.W. (1989). A review of direct marketing and how it can be applied to the wine industry. European Journal of Marketing,. 23 (9), 5-14.
- SVEIBY, K.E. (1997). The new organizational wealth : managing and measuring knowledge- based assets. San Francisco, Berret-Kohler Publishers.
- TZOKAS, N. & SAREN, M. (2000) [Internet] Transformation in relationship marketing. Available from: <http://www.crm-forum.com/academy/vrtm/ppr.htm> [Accessed 24.03.2000]
- WHEELEN, T.L. & HUNGER, J.D. (2000). Strategic management and business policy. New Jersey, Prentice Hall.
- WREDEN, N. (1999) From Customer Satisfaction to Customer Loyalty. [Internet] Available From <http : //www.beyondcomputingmag.com/archive/1999/01- 99/custcon.html> [Accessed 19.05.2003]
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Bölüm | Araştırma Makalesi |
| Yazarlar | |
| Yayımlanma Tarihi | 1 Ocak 2004 |
| Yayımlandığı Sayı | Yıl 2004 Cilt: 5 Sayı: 1 |