Authors:
Jounghae Bang
;
Nikhilesh Dholakia
;
Lutz Hamel
and
Ruby Roy Dholakia
Affiliation:
University of Rhode Island, United States
Keyword(s):
CRM, KDD, Data Mining, Knowledge Management, Market Segmentation, Relationship Marketing
Related
Ontology
Subjects/Areas/Topics:
Artificial Intelligence
;
Biomedical Engineering
;
Business Analytics
;
Data Engineering
;
Data Mining
;
Databases and Information Systems Integration
;
Datamining
;
Enterprise Information Systems
;
Health Information Systems
;
Sensor Networks
;
Signal Processing
;
Soft Computing
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.