The Application of Association Rules in Retail Marketing Mix
With the development of information technology, retail companies have accumulated a huge amount of data which may be potentially valuable but currently untapped. In a changing competitive environment, the usage of data mining to tap the potential knowledge and its decision-supporting applications has a crucial implication for retailer in competitiveness raise which is consisted of rational marketing mix, cost reduction and customer loyalty improvement. The paper emphasized on conceptually introduction for practical applications of association rules in marketing stratagem. The efforts are dedicated to benefit rational marketing mix of retail enterprises.
Data mining Association Rules Marketing mix Rational decision making
Hongwei Liu Bin Su Bixi Zhang
School of Economics and Management Guangdong University of Technology Guangzhou, Guangdong Province, P. R. China
国际会议
2007 IEEE International Conference on Automation and Lofistics
山东济南
英文
2007-08-18（万方平台首次上网日期，不代表论文的发表时间）