Document Type



Given the explosive growth of customer and transactional information, data mining can potentially discover new knowledge to improve managerial decision making in marketing. This study proposes an innovative approach to data mining using Bayesian Networks and evolutionary programming and applies the methods to direct marketing data. The results suggest that this approach to knowledge discovery can generate superior results than the conventional method of logistic regression. Future research in this area should devote more attention to applying this and other data mining methods to solving complex problems facing today's businesses.