Data Mining of CRM Knowledge Bases for Effective Market Segmentation: A Conceptual Framework
نویسندگان
چکیده
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.
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