Fernández‐Aguirre, Karmele; Gallastegui‐Zulaica, … - In: International Journal of Bank Marketing 21 (2003) 5, pp. 243-254
Within the framework of database marketing, that is, data mining applied to large databases for marketing purposes, we analyze the database of clients of a financial institution, trying to extract from it indications which could help to establish its marketing policies in an efficient way. The...