An Overview of Knowledge Management and Data Mining for Marketing Decision

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. The objective of the study is to infer the application of knowledge management and data mining in marketing decision making. 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.