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

URN to cite this document:
urn:nbn:de:bvb:355-epub-238110
Heinrich, Bernd ; Helfert, Markus
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Date of publication of this fulltext: 13 Apr 2012 08:13


Abstract

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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