The Kohonen self-organising map as an alternative to cluster analysis: an application to direct marketing

This paper examines the potential of the Kohonen self-organising map (SOM) in a marketing context. It deals specifically with consumer attitudes towards direct marketing.

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