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Marketing departments handles with a great volume of data which are normally task or marketing activity dependent. This requires the use of certain, and perhaps unique, specific knowledge background and framework. This article aims to introduce an almost unexplored research at marketing field: the ontological approach to the Database Marketing process. We propose a framework supported by ontologies and knowledge extraction from databases techniques. Therefore this paper has two purposes: to integrate the ontological approach into Database Marketing and to create a domain ontology, a knowledge base that will enhance the entire process at both levels, marketing and knowledge extraction techniques. In order to structure and systematize the marketing concepts, Action Research methodology has been applied. At the end of this research the ontologies will be used to pre-generalize the Database Marketing knowledge through a knowledge base.