STUDI DUKUNGAN MARKETING INTELLIGENCE PADA  STRATEGI PEMASARAN

Armadyah Amborowati; Armadyah Amborowati; M. Suyanto

STUDI DUKUNGAN MARKETING INTELLIGENCE PADA STRATEGI PEMASARAN

Armadyah Amborowati, Armadyah Amborowati, M. Suyanto

Abstract

In the era of globalization of information technology needs of the organization will be very large. Evolving information technology currently used not only for the organization of daily transactions but also to support a competitive advantage, especially in making marketing strategies. Information technology to support marketing strategies one of them is business intelligence. This paper analyzes business intelligence support, especially in the field of marketing intelligence on marketing strategy with the method used is the study of literature. And the result is that support marketing intelligence on the marketing strategy of the technology is to market segmentataion / consumer and one of them with data mining technology.

Full Text:

PDF (Bahasa Indonesia)

References

Aaker, David A., Etl. (2007), Marketing Research, John Wiley & Sons.

Bonsnjak, Z., Grljevic, O. (2011), Credit Users Segmentation for Improved Customer Relationship Management in Banking, 6th IEEE International Symposium on Applied Computational Intelligence and Informatics.

Chang-shun, Yan, Yu-liang, Shi., Yuan-yuan, Sun (2011), Customer Segmentation Methods Analysis Based on the Support-significant Structure, Power and Energy Engineering Conference (APPEEC).

Cravens, David W. , Piercy, Nigel F. (2006), Strategy Marketing, McGraw Hill

Ferrel, O.C., Hartline, Michael D. (2008), Marketing strategy 4e, Thomson south-western.

Guoxiang, Liu., Zhiheng, Qi. (2013), Data Mining Applications in Marketing Strategy, 2013 Third International conference on Intelligenece System Design and Enggineering Application Digital Object Identifier: 10.1109/ISDEA.2012.397 Publication Year: 2013 , Page(s): C4.

Hajiha, Ali., Radjar, Reza., Malayeri., Samira S. (2011), Data Mining Application for Customer Segmentation Based on Loyality: An Iranian Food Industry Case Study, Industrian Engginering and Management Engineering Management IEEM

Khajvand, Mahboubeh., Tarokh, Mohammad Jafar. (2011), Analyzing Customer Segmentation Based on Customer Value Componens (Case Study: a Private Bank), Journal of Industrial Engineering, University of Tehran, Spesial Issue, 2011, PP.79-93.

Larsen, Nynne (2010), Market Segmentation- Framework for Determining the Right Target Customer, Aarhus School of Business

Lin, Jian-Bang., Liang, Te-Hsin.,Lee, Yong-Goo (2012), Mining Important Association Rules on Diferent Customer Potential Value Segments for life Insurance Database, 2012 IEEE International Conference on Granular Computing.

Lu, Ke., Furukawa, Tetsuya (2012), A Framework for Segmentation Customers based on Probability Density of Transaction Data, IIAI International Conference on Advanced Applied Informatics.

Ren, Shuxia., Sun, Qiming., Shi, Yuguang. (2011), Customer Segmentation of Bank Based on Data Warehouse and Data Mining, Information Management and Engineering (ICIME).

Suyanto, M. (2010), Manajemen Strategik, Andi Offset.

Thomas, Jerry W. (2007), Market Segmentation, www.decisionanalyst.com

Ye, Luo., Etl. (2012), Telecom Customer Segmentation with K-means Clustering, the 7th International Conference on Cumputer Science & Education (ICCSE 2)

Refbacks

There are currently no refbacks.

Username
Password
Remember me