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| Author: | Khalil, O. Harcar, T. |
| Title: | Relationship marketing and data quality management |
| Journal: | Sam Advanced Management Journal
1999 : SPRING, VOL. 64:2, p. 26-33 |
| Index terms: | MARKETING DATA MANAGEMENT QUALITY |
| Language: | eng |
| Abstract: | 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 quality management. They need to capture and manage their data with zero defects. |
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