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ESWA
2007

Marketing segmentation using support vector clustering

8 years 7 months ago
Marketing segmentation using support vector clustering
ct 9 Marketing segmentation is widely used for targeting a smaller market and is useful for decision makers to reach all customers effec10 tively with one basic marketing mix. Although several clustering algorithms have been proposed to deal with marketing segmentation 11 problems, a soundly method seems to be limited. In this paper, support vector clustering (SVC) is used for marketing segmentation. 12 A case study of a drink company is used to demonstrate the proposed method and compared with the k-means and the self-organizing 13 feature map (SOFM) methods. On the basis of the numerical results, we can conclude that SVC outperforms the other methods in mar14 keting segmentation. 15 Ó 2005 Published by Elsevier Ltd.
Jih-Jeng Huang, Gwo-Hshiung Tzeng, Chorng-Shyong O
Added 14 Dec 2010
Updated 14 Dec 2010
Type Journal
Year 2007
Where ESWA
Authors Jih-Jeng Huang, Gwo-Hshiung Tzeng, Chorng-Shyong Ong
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