Intelligent Marketing and Merchandising Techniques for an Internet Shopping Mall
Sung Ho Ha, Sung Min Bae, Sanghyuk Park · Journal of the Association for Information Systems · 2001
In this paper, intelligent marketing and merchandising methods utilizing data mining and Web mining techniques are proposed for online retailers to survive and succeed in gaining competitive advantage in a highly competitive environment.The first part of this paper explains the procedures of one-to-one marketing based on customer relationship management (CRM) techniques and personalized recommendation lists generation.The second part illustrates Web merchandising methods utilizing data mining techniques, such as association and sequential pattern mining.We expect that our Web marketing and merchandising methods will both provide a currently operating Internet shopping mall with more selling opportunities and give more useful product information to customers.