Utilization of intelligent methods and techniques for customer knowledge management

• Authors: Trninic Jelica , Grljevic Olivera , Ana Maria Serdar
• Languages of publication: EN

Abstracts

EN

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.

Keywords

EN

knowledge management; customer relationship management; data mining

Discipline

• ECONOMICS: ECONOMICS

• Publisher: Prague Development Center, Czech Republic
• Journal: Perspectives of Innovations, Economics and Business
• Year: 2011
• Volume: 7
• Issue: 1
• Pages: 48-50

Dates

published

2011-01-16

Contributors

author

Trninic Jelica

• Faculty of Economics, Subotica University of Novi Sad, Serbia

author

Grljevic Olivera

author

Ana Maria Serdar

• Prague Development Center, Czech Republic

References

• Berry, M., Linoff, G., 2004. Data mining techniques for marketing, sales, and customer relationship management, Wiley Publishing
• Bošnjak, Z., 2006. Inteligentni sistemi i poslovna primena, Subotica: Ekonomski fakultet
• Buttle, F., 2009. Customer relationship management: Concepts and technologies, Elsevier
• Dous, M., Kolbe, L., Salomann, H., Brenner, W., 2005. “Knowledge management capabilities in CRM: Making knowledge for, from and about customers work,” Proceedings of the Eleventh Americas Conference on Information Systems, Omaha, NE, USA, pp.167-78
• Frank, A., Asuncion, A., 2010. UCI machine learning repository, Irvine, CA: University of California, School of Information and Computer Science (http://archive.ics.uci.edu/ml)
• Grljević, O., Zita, B., 2008. Primena CRISP-DM Metodologije u Analizi Podataka o Malim i Srednjim Preduzećima. SYM-OP-IS, Septembar, Soko Banja, Serbia. pp.275-79
• Lei, Y., Tang, B., 2005. “Study on knowledge management based CRM system,” Proceedings, The Sixth Wuhan International Conference on E-Business, pp.2505-510
• Sison, R., 2006. Knowledge management: Concepts, techniques and cases, knowledge management, Philippines, Manila: De La Salle University

Identifiers

DOI

http://dx.doi.org/10.15208/pieb.2011.11