Journal ArticleDOI
Marketing one-to-one and its dependence on knowledge discovery in databases
Reads0
Chats0
TLDR
One-to-one marketing has received increased attention by academics and practitioners as mentioned in this paper, and a promising solution is the application of the information technology data mining technique, which allows organizations to find patterns within their internal customer data.Abstract:
One‐to‐one marketing has received increased attention by academics and practitioners. In essence, one‐to‐one marketing reconfigures the familiar four Ps into one element: the relationship. It represents the ultimate expression of target marketing ‐ a market of one ‐ or at least one at a time. It is safe to say that the concept has been refined and its potential has been highlighted. Still unresolved is the means by which organizations can implement one‐to‐one marketing. A promising solution is the application of the information technology data mining technique. Data mining allows organizations to find patterns within their internal customer data. As a result, data mining is often called Knowledge Discovery in Databases (KDD). Whatever patterns are uncovered can lead to identification of likely target segments. Armed with such information, organizations can refine their targets and develop their technology to achieve true one‐to‐one marketing. While a promising technique, data mining must be developed and applied intelligently by managers. In addition, managers must realize that marketing 1:1 requires the combined skills of a multi‐disciplinary team.read more
Citations
More filters
Journal ArticleDOI
The personalised marketplace: beyond the 4Ps
TL;DR: In this paper, the authors argue that personalisation is so important to marketing strategy that it should become one of the featured elements of the marketing mix, alongside product, price, promotion, place, personnel, physical assets, and procedures, to form a new marketing mix.
Journal ArticleDOI
A strategic approach to building online customer loyalty: integrating customer profitability tiers
TL;DR: In this paper, the authors present a strategic framework to manage online loyalty, integrating concepts including a range of recently published (1993•2006) theoretical works in consumer loyalty and ongoing case developments in internet practice.
Journal ArticleDOI
Relationship marketing research (1994‐2006)
TL;DR: The content analysis led to classification of literature into five mutually exclusive categories viz. objectives, defining constructs, instruments, industrial applications and issues, which revealed many other useful findings.
Journal ArticleDOI
Have it your way: consumer attitudes toward personalized marketing
TL;DR: In this paper, the authors describe an empirical study in which 608 adult US consumers were interviewed with regard to their experiences with and attitudes toward mass customized products and the principal findings were that attitudes towards mass customization were generally positive, nearly half reported buying a personalized product, these buyers were very satisfied with their purchase, and the most likely buyers of this type of product tend to be younger, more well educated consumers with higher than average incomes.
Journal ArticleDOI
An analytic approach to select data mining for business decision
Jia-Lang Seng,Toly Chen +1 more
TL;DR: A selection model of data mining algorithms is proposed, which makes algorithm selection faster and reasonable to improve the efficiency of applying data mining tools to solve business problems.
References
More filters
Book
The One to One Future: Building Relationships One Customer at a Time
Don Peppers,Martha Rogers +1 more
Journal ArticleDOI
Understanding brand equity for successful brand extension
TL;DR: In this paper, the authors explore the consumer dimensions of brand equity, the benefits and dangers of brand extension, and culminate in a series of implications and recommendations for successful brand extensions.
Journal ArticleDOI
The data warehouse and data mining
TL;DR: There is a relationship between the activity of data mining and the data warehouse—the architectural foundation of decision support systems—which sets the stage for effective data mining.
Journal ArticleDOI
Mining business databases
TL;DR: The goal here is to provide a brief overview of the key issues in knowledge discovery in an industrial context and outline representative applications.