期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2018
卷号：8
期号：9
页码：266-275
DOI：10.6007/IJARBSS/v8-i9/4588
语种：English
出版社：Human Resource Management Academic Research Society
摘要：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.
