A Naive KDD Approach In A Key Account
Management Framework: A Case Study
Author(s)
C. A. F. Gama, A. Evsukoff & J. P. Motta
Abstract
Key Account Management is the strategic marketing approach which provides an
effective, practical and rather simple method for companies interested in increasing
their profits by correct customer and relationship management. In companies
in which data is decentralized in business units, the implementation of a Key
Account program passes through the accounts selection problem, and through the
implementation process, that can be understood like a Knowledge Discovery in
Database process where the goal is to search for accounts under given restrictions
in the marketing utility function. This paper presents a case study based on the
implementation of a KAM program in a Brazilian Insurance Company, where a
naive KDD approach supported information system construction.
Keywords: Key Account Management, Knowledge Discovery in Database, Strategic
Marketing.
1 Introduction
Since the globalization and the maturity of business markets have been increased
the buying power of customers, one of the Strategic Marketing goals is to identify
appropriate marketing tools to analyze customer management and marketing
operations.
The concept of Key Account Management (KAM) emerged from the Strategic
Marketing with the purpose of providing an effective, practical and rather
simple method for companies interested in increasing their profits by right customer
and relationship management [2]. Despite this approach has become usual
in business-to-business marketing relationship, most retailers and service companies
have been greatly benefited from it, building a portfolio of Key Accounts by
Keywords
Key Account Management, Knowledge Discovery in Database, Strategic Marketing.
Related Book
Other papers in this volume
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