BİLGİ YÖNETİMİ VE VERİTABANLI PAZARLAMA UYGULAMALARI

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

KNOWLEDGE MANAGEMENT AND DATABASE MARKETING APPLICATIONS

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

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