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Analyzing Data Quality Investments in CRM - A Model-based Approach

URN zum Zitieren dieses Dokuments:
urn:nbn:de:bvb:355-epub-238110
Heinrich, Bernd ; Helfert, Markus
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Veröffentlichungsdatum dieses Volltextes: 13 Apr 2012 08:13


Zusammenfassung

Known as Customer Relationship Management (CRM) in recent years a concept for business that focuses customers is often discussed in research and practice. After initially extraordinary expectations, numerous CRM projects fail. Thereby as one of the major reasons an overestimated and poor data quality is very frequently mentioned. Many authors assume a positive correlation between data quality and ...

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