A Brief Review on the Knowledge Management and Data Mining for Marketing Decision
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2019, Vol 8, Issue 9
Abstract
Knowledge management is an application that includes human, processes and technology for managing information and knowledge resources in an organization. With its variety of sophisticated techniques, data mining appears within the knowledge management process of knowledge creation in particular. Organizations make use of knowledge management application and data mining in multiple functional aspects such as manufacturing, finance and marketing. With respect to marketing, organizational products, marketing decisions are very critical to their profit generation. This paper reviews the application of knowledge management and data mining in marketing decisions. Using the scoping review technique, a number of 30 scholarly articles on knowledge management, data mining and marketing decision have been gathered and reviewed. The analysis of the retrieved articles found that clustering was the most frequent technique applied in marketing decision. It is also identified that sale and cash registers are marketing dimensions regularly reported to apply data mining. Scholars have also acknowledged that marketing decisions have effectively applied data mining.
Authors and Affiliations
Wahida Abd Wahab, Safawi Abdul Rahman
Keywords
Related Articles
- EP ID EP566381
- DOI 10.6007/IJARBSS/v8-i9/4588
- Views 78
- Downloads 0
Impact of Supervisor Support on Job Satisfaction: A Moderating role of Fairness Perception
Supervisor support plays a substantial role in increasing employee job satisfaction. The aims of this conceptual paper is to provide a theoretical rationale of: a) direct impact of supervisor support on job satisfaction;...
The Effect Of Human Resources Management Models On Employees’ Perception Of Their Managers’ Humor Styles
Effective management of human, which is the most important resource of organizations, leads to increasing overall performance of the organization and thus gaining competitive advantage. In addition to this, watching empl...
The Development of Accounting Education in Light of the Information Revolution and its Impact on University Graduates: Applied Study on Graduates of Tripoli University Benghazi (2012-2017)
The objective of this research was to know the role of accounting education in light of the information revolution and its effect on university graduates (applied study on graduates of (University of Tripoli/University o...
Sikhism’s Identity and Challenges in Malaysia: A Literature Review
The question of Sikhism’s identity and its challenges in the context of a multi-racial society in Malaysia is worthy of discussion because it involves the majority-minority relationship between ethnicity and religion. In...
Cross-Cultural Perspectives on the Differences in Food and Culinary Customs between the Chinese and Shona Societies with figurative Language as Point of Reference
The present study falls under social linguistics. In this study we attempt to use figurative language to compare Chinese and Shona societies. The central argument of the research in anchored by the claim that, figurative...