KNOWLEDGE MANAGEMENT IN THE MARKETING OF SMALL AND MEDIUM ENTERPRISES

Upravljanje znanjem je opći koncept organiziranja, ekstrakcije, raspoređivanja i uporabe znanja unutar organizacije. Koncept upravljanja znanjem nije samo prihvatljiv i primjenjiv u velikim organizacijama nego i u malim i srednjim poduzećima. Znanja o kupcima, njihovim stavovima o proizvodima i uslugama, rezultati promocije i oglašavanja, tržišna potražnja konkurencija primarno su u fokusu marketinške poslovne funkcije. Stoga mala i srednja poduzeća trebaju upravljati znanjem i rabiti ga da bi bila konkurentna i postigla maksimalne povrate i prihode. Ogromna količina podataka ulazi u organizaciju i pohranjuje se u različitim dokumentima i formatima. U radu se istražuje kako se podatci mogu organizirati u cilju ekstrakcije znanja i kako znanje uporabiti za oblikovanje uspješne marketinške strategije i plana u malim i srednjim poduzećima. To je tacit znanje temeljeno na iskustvu marketinških eksperata. Rad prikazuje primjenjiv koncept pribavljanja znanja i transformacije u vrijednu aktivu malih i srednjih poduzeća.Knowledge management is a general concept of organizing, extracting, deployment and use of knowledge within organization. The concept of knowledge management is acceptable and applicable not only in large organizations but also in small and medium enterprises. Knowledge about customers and their attitudes on products and services, promotion and advertising results, market demand and competition are primarily in the focus of marketing business function. Therefore small and medium enterprises need to manage and exploit knowledge in order to remain competitive and get a maximum return. A huge amount of data enters an organization and is stored in various documents and forms. The paper deals with data organization for the purpose of knowledge extraction and its use in creating a successful marketing strategy and plan in small and medium enterprises. It is the tacit knowledge based on the experience of marketing experts. The paper presents an applicable concept of knowledge acquisition and its transformation into valuable assets of small and medium companies