The Kohonen SelfOrganising Map As An Alternative To Cluster Analysis:
An application to direct marketing
Bruce CurryFiona DaviesMartin Evans Cardiff UniversityLuiz MoutinhoUniversity of Glasgow andPaul Phillips University of Surrey
Introduction
This paper describes the use of a technique relatively new in the Marketing field, namely the Kohonen selforganising map (SOM), which analyses consumer data regarding attitudes to direct marketing. The SOM (see for example Kohonen 1995) is generally regarded as a form of neural network (NN). In common with other better known NN models its applications are as a statistical...