National Tsing Hua University Institutional Repository:Customer Relationship Management in the Network Economy
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    National Tsing Hua University Institutional Repository > 科技管理學院  > 服務科學研究所 > 期刊論文 >  Customer Relationship Management in the Network Economy


    題名: Customer Relationship Management in the Network Economy
    作者: Rygielski, C.;Jyun-Cheng Wang;D. Yen
    教師: 王俊程
    日期: 2002
    關聯: International Journal of Services Technology and Management (USA),Vol. 3,No. 3,pp.297-310
    關鍵詞: Customer Relationship
    Network Economy
    摘要: The development of the network economy has transformed business practices. A major shift occurs in the marketing efforts. Given the abundant information on customers and products, marketing responsibility has changed from managing products for sellers to managing relationships with customers, and to facilitating decision-making for customers. These marketing efforts are essentially an intermediary of two-way communication between businesses and customers, and they would require data analysis techniques. Particularly through data mining, which comprises techniques for the extraction of hidden predictive information from large databases, organisations are able to identify valuable customers, predict future behaviours, and allow firms to make proactive, knowledge driven decisions. Various techniques exist among data mining software, each method having its advantages and disadvantages for different types of marketing purposes. This paper examines the issue of applying different techniques to meet the marketing requirements in the network economy. A particular dichotomy exists between neural networks and chi-square automated interaction detection (CHAID). Two case studies are provided to illustrate how different data mining techniques can be utilised to accomplish various marketing efforts.
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