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| Tekijä: | Curry, B (et. al) |
| Otsikko: | The Kohonen self-organising map as an alternative to cluster analysis : an application to direct marketing |
| Lehti: | International Journal of Market Research
2003 : VOL 45:2, p. 191-211 |
| Asiasana: | MARKETING MODELS CONSUMER ATTITUDES CLUSTER ANALYSIS |
| Kieli: | eng |
| Tiivistelmä: | This article presents the Kohonen self-organising map (SOM) in a marketing perspective and the potential aspects of this map. This SOM-map presents the class of neural network models (NN), but it also differs from a typical NN-model. The authors show how these maps offer new perspectives to marketing. The article examines also consumers attitudes towards direct marketing, consumers buying decisions and cluster analysis. |
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