Data Mining Application in Customer Development A Literature Review

Despite the importance of data mining techniques to customer development which is a central issue in customer relationship management, there is a lack of comprehensive literature review. This paper tackles to provide a brief review of researches in that field in the periods 2000 to 2009 by taking into account 19 academic journals and 90 papers. A taxonomy based on the models exploited in the papers and the trend of publications in the mentioned area are provided .Findings of this paper indicate that the research area of customer life time value (calculation and models) received more research attention

کلیدواژه ها:

Customer Development ، Data Mining ، Literature review ، Classification