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JEL Classifications: D83 Abstract: In order to achieve better market position, companies need to develop customer-centric strategy and properly manage customer data at their disposal in order to obtain useful knowledge. However, conversion of customer data into customer knowledge is very challenging. Data mining methods and techniques search for hidden relationships and patterns in corporate databases, and herein lies their advantage in the process of generating the knowledge. The paperdoi:10.15208/pieb.2011.11 fatcat:zf26qdwqd5egff2lg6gxmadak4