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- W4232400196 abstract "The chapter describes a method how to perform a classification task without any demographic features and based only on the social network data. The concept of such collective classification facilitates to identify potential customers by means of services used or products purchased by the current customers, i.e. classes they belong to as well as using social relationships between the known and potential customers. As a result, a personalized offer can be prepared for the new clients. This innovative marketing method can boost targeted marketing campaigns." @default.
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- W4232400196 date "2011-10-04" @default.
- W4232400196 modified "2023-10-18" @default.
- W4232400196 title "Social Network Analysis in Marketing" @default.
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- W4232400196 doi "https://doi.org/10.4018/978-1-61350-044-6.ch016" @default.
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