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Utilization Of Intelligent Methods And Techniques For Customer Knowledge Management

Author

Listed:
  • 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)

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.

Suggested Citation

  • Trninic Jelica & Grljevic Olivera & Ana Maria Serdar, 2011. "Utilization Of Intelligent Methods And Techniques For Customer Knowledge Management," Perspectives of Innovation in Economics and Business (PIEB), Prague Development Center, vol. 7(1), pages 48-50, January.
    • Handle: RePEc:pdc:jrpieb:v:7:y:2011:i:1:p:48-50
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    More about this item

    Keywords

    Knowledge management; customer relationship management; data mining.;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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