文章基本信息

标题：Utilization of intelligent methods and techniques for customer knowledge management
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作者：Trninic Jelica ; Grljevic Olivera ; Ana Maria Serdar 等
期刊名称：Perspectives of Innovations, Economics and Business
印刷版ISSN：1804-0519
电子版ISSN：1804-0527
出版年度：2011
卷号：7
期号：1
页码：48-50
出版社：Prague Development Center, s.r.o.
摘要：In order to achieve better market position, companies need to develop customer-centric strategy and properly manage customer data at their disposal in order to obtain useful knowledge. However, conversion of customer data into customer knowledge is very challenging. Data mining methods and techniques search for hidden relationships and patterns in corporate databases, and herein lies their advantage in the process of generating the knowledge. The paper illustrates application of data mining techniques for improvement of marketing activities.
关键词：Knowledge management; customer relationship management; data mining.