UTILIZATION OF INTELLIGENT METHODS AND TECHNIQUES FOR CUSTOMER KNOWLEDGE MANAGEMENT

Trninic Jelica, Grljevic Olivera and Ana Maria Serdar
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Trninic Jelica: Faculty of Economics Subotica University of Novi Sad, Serbia
Grljevic Olivera: Faculty of Economics Subotica University of Novi Sad, Serbia
Ana Maria Serdar: Faculty of Economics Subotica University of Novi Sad, Serbia

Perspectives of Innovation in Economics and Business (PIEB), 2011, vol. 7, issue 1, 48-50

Abstract: 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: Knowledge management; customer relationship management; data mining. (search for similar items in EconPapers)
JEL-codes: D83 (search for similar items in EconPapers)
Date: 2011
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