USE OF DATA MINING FOR MARKETING PURPOSES IN LARGE AND MIDDLE-SIZED BUSINESSES IN SLOVAKIA

被引：0

作者：

Vilcekova, Lucia ^{[1
]}

机构：

[1] Univ Komenskeho Bratislave, Fak Managementu, Katedra Mkt, Odbojarov 10, Bratislava 82005, Slovakia

来源：

AKTUALNE PROBLEMY PODNIKOVEJ SFERY 2015 | 2015年

关键词：

data mining; marketing; Slovak companies;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The goal of this paper is to examine the using of data mining techniques for marketing purposes in large and middle-sized companies in Slovakia. At the beginning of the paper, insights into data mining is provided, followed by brief description of primary research conducted in middle-sized and large companies. Research results showed that the main advantages of using data mining are tailor offerings to specific customer, determining customer needs, better customer relationship management, more effective marketing campaigns, whereas the biggest challenges are preparation of data, maintaining the database, security issues, high investments.

引用

页码：749 / 754

页数：6

共 29 条

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