摘要：Knowledge management is a general framework, concept that comprises the knowledge discovery process, learning techniques and collection of data mining algorithms. The paper researches the possibilities and advantages of supervised learning and knowledge base within the whole knowledge management in the process of market research. Knowledge management is a general concept of organizing, extracting, deployment und using the knowledge within an organization. The final goal is addition of the new knowledge in all functional areas of organization and use of knowledge to achieve strategic advantages and realize the defined and accepted goals of the organization. The paper is focused on marketing and discovering customers’ behavior determined by their demographic characteristics. It is shown in the paper that the supervised learning and knowledge base as components of knowledge management may be successfully implemented in marketing in description and forecasting of customers’ behavior.
