DATA MINING OF CRM KNOWLEDGE BASES FOR EFFECTIVE MARKET SEGMENTATION - A Conceptual Framework

Jounghae Bang, Nikhilesh Dholakia, Lutz Hamel, Ruby Roy Dholakia

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.

Paper Citation

in Harvard Style

Bang J., Dholakia N., Hamel L. and Roy Dholakia R. (2004). DATA MINING OF CRM KNOWLEDGE BASES FOR EFFECTIVE MARKET SEGMENTATION - A Conceptual Framework . In Proceedings of the Sixth International Conference on Enterprise Information Systems - Volume 2: ICEIS, ISBN 972-8865-00-7, pages 335-342. DOI: 10.5220/0002616303350342

in Bibtex Style

@conference{iceis04,
author={Jounghae Bang and Nikhilesh Dholakia and Lutz Hamel and Ruby Roy Dholakia},
title={DATA MINING OF CRM KNOWLEDGE BASES FOR EFFECTIVE MARKET SEGMENTATION - A Conceptual Framework},
booktitle={Proceedings of the Sixth International Conference on Enterprise Information Systems - Volume 2: ICEIS,},
year={2004},
pages={335-342},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002616303350342},
isbn={972-8865-00-7},
}

in EndNote Style

TY - CONF
JO - Proceedings of the Sixth International Conference on Enterprise Information Systems - Volume 2: ICEIS,
TI - DATA MINING OF CRM KNOWLEDGE BASES FOR EFFECTIVE MARKET SEGMENTATION - A Conceptual Framework
SN - 972-8865-00-7
AU - Bang J.
AU - Dholakia N.
AU - Hamel L.
AU - Roy Dholakia R.
PY - 2004
SP - 335
EP - 342
DO - 10.5220/0002616303350342