Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 7

Hickory Outdoor is a retail store that sells fishing, hunting, camping, and other outdoor equipment and supplies, including various items for a number of outdoor sports. The company has built a database of its customers over the last 5 years. The marketing team can use data mining to improve their marketing efforts. Suggest ways data mining can be used. What type of marketing programs would you suggest based on data mining What other types of marketing programs can be developed from the database