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Data Mining as Support to Knowledge Management in Marketing

Zekić-Sušac Marijana () and Has Adela ()
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Has Adela: Faculty of Economics in Osijek, Croatia

Business Systems Research, 2015, vol. 6, issue 2, 18-30

Abstract: Background: Previous research has shown success of data mining methods in marketing. However, their integration in a knowledge management system is still not investigated enough.

Keywords: association rules; data mining; knowledge management; marketing; neural networks; C4; C45 (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1515/bsrj-2015-0008

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