Data Mining: An Effec tive Tool in Customer Relationship Management

Data mining, a tool of modern marketing is used to understand the behaviour pattern and future trends of purchase .It also helps in building relationship with customer. In marketing, Data mining plays very important role as it helps in data analysis and extraction of valuable information of customer related to their purchase decision. This paper aim to gain deep understanding of the subject. The purpose of this paper is to review the accomplishment of data mining and in future providing directives to the future researchers. The researcher aim to identify the role of data mining in marketing and making strategies for customer relationship and inspiring customer to stay loyal and buy again. Applying literature review as a methodology, the researcher aim to do systematic review and critical analysis of secondary data related to data mining to understand the concept clearly. The combining and synthesising of data is done at the time of reanalysis in this research study. The researcher aspires to do reanalysis of data of literature review, research methods used by different researchers, results and findings of similar study based on data mining.