Relationship Marketing and Data Quality Management - In today's highly competitive environment, "relationship marketing" is becoming the new mantra. But to be an effective relationship marketer, companies must know their customers well; they must have high-quality, reliable customer databases. Too many companies do not realize that their total quality management programs depend on their data ...
| Year of publication: |
1999
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|---|---|
| Authors: | Khalil, Omar E.M. ; Harear, Talha D. |
| Published in: |
SAM advanced management journal : amj. - Vinton, Va. : Soc., ISSN 0001-8643, ZDB-ID 71754. - Vol. 64.1999, 2, p. 26-33
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