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| Author: | Shaw, M.J. (et al.) |
| Title: | Knowledge management and data mining for marketing |
| Journal: | Decision Support Systems
2001 : MAY, VOL. 31:1, p. 127-137 |
| Index terms: | CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DATA MINING DECISION MAKING KNOWLEDGE MANAGEMENT MARKETING |
| Language: | eng |
| Abstract: | Current emphasis on customer relationship management makes the marketing function an ideal application area to greatly benefit from the use of data mining tools for decision support. A systematic methodology that uses data mining and knowledge management techniques is proposed to manage the marketing knowledge and support marketing decisions. |
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