Knowledge management and data mining for marketing

  title={Knowledge management and data mining for marketing},
  author={Michael J. Shaw and Chandrasekar Subramaniam and Gek Woo Tan and Michael Welge},
  journal={Decision Support Systems},
Due to the proliferation of information systems and technology, businesses increasingly have the capability to accumulate huge amounts of customer data in large databases. However, much of the useful marketing insights into customer characteristics and their purchase patterns are largely hidden and untapped. 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… CONTINUE READING
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