Database marketing use as a tool of knowledge management within firms in Albania

Abstract

Today knowledge is considered as the heart of business. The first step of gaining knowledge is gathering data from internal and external sources. Then these data are classified and processed to turn into information. And information is then transformed into knowledge upon which organizational strategies, decisions and actions are built. In the changing conditions of marketing today, marketers see it essential to know their customer base and plan and make marketing strategies and actions based upon this knowledge. This is called database marketing. Customer data are transformed into customer information kept in a marketing database.The aim of this paper is to investigate the application of database marketing as a tool of knowledge management within firms in Albania.