Title

Data mining of CRM knowledge bases for effective market segmentation: A conceptual framework

Document Type

Conference Proceeding

Date of Original Version

11-23-2004

Abstract

This paper illustrates the linkages between CRM systems, data mining techniques, and the strategic notions of market segmentation and relationship marketing. Using the hypothetical example of a consumer bank, the data in a relationship based marketing environment are illustrated and guidelines for knowledge discovery, data management and strategic marketing are developed.

Publication Title

ICEIS 2004 - Proceedings of the Sixth International Conference on Enterprise Information Systems

This document is currently not available here.

Share

COinS