Using data mining and datawarehousing techniques
Karen A. Forcht
(James Madison University, Harrisonburg, Virginia, USA)
Kevin Cochran
(James Madison University, Harrisonburg, Virginia, USA)
3451
Abstract
Discusses some of the techniques of database marketing, its effectiveness, and the business and social environment regarding direct database marketing. Notes that the process of gathering and using the right data effectively is of primary importance if the marketer is to succeed.
Keywords
Citation
Forcht, K.A. and Cochran, K. (1999), "Using data mining and datawarehousing techniques", Industrial Management & Data Systems, Vol. 99 No. 5, pp. 189-196. https://doi.org/10.1108/02635579910249567
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited