This book is a collection of representative and novel works in the field of data mining, knowledge discovery, clustering and classification. Discussing both theoretical and practical aspects of "Knowledge Discovery and Management" (KDM), it is intended for researchers interested in these fields, including PhD and MSc students, and researchers from public or private laboratories. The contributions included are extended and reworked versions of six of the best papers that were originally presented in French at the EGC'2016 conference held in Reims (France) in January 2016. This was the 16th edition of this successful conference, which takes place each year, and also featured workshops and other events with the aim of promoting exchanges between researchers and companies concerned with KDM and its applications in business, administration, industry and public organizations. For more details about the EGC society, please consult egc.asso.fr.

Although advertising has been a major area of study in marketing, limited research investigating the unintended effects of targeted advertising beyond social and moral issues has been conducted. This research contributes to the current body of knowledge by examining the unintended effects of ethnically targeted advertising on ethnic groups that are not targeted, but who are still likely to see the advertising. The research also develops a holistic model for measuring the effects of targeted advertising using four variables; emotions, attitude to the advertisement, attitude to the company and behavioral intentions. The conceptual basis of the model is accommodation theory, which allows for different levels of targeting based on the language mix used in advertisements. The model was tested on three different ethnic groups in Malaysia, namely the Malays, Chinese, and Iban.