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Data Quality and Database Marketing

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Book cover Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference

Abstract

The objective of this study is to elaborate on the role of DBM in marketing strategy, identifY data quality barriers, and to discuss ways of improving data quality. The paper is organized accordingly: (i) Marketing and DBM, (ii) Data Quality Issues, (iii) Data Quality Management, and (iv) Conclusions.

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Author information

Authors and Affiliations

  1. University of Massachusetts Dartmouth, Norfolk, VA, USA

    John A. Chopoorian, Omar E. M. Khalil & Mehnaz Ahmed

Authors
  1. John A. Chopoorian
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  2. Omar E. M. Khalil
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  3. Mehnaz Ahmed
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Editor information

Editors and Affiliations

  1. Marketing Department, Old Dominion University, Norfolk, Virginia, USA

    John B. Ford

  2. Old Dominion University, Norfolk, Virginia, USA

    Earl D. Honeycutt, Jr.

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© 2015 Academy of Marketing Science

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Chopoorian, J.A., Khalil, O.E.M., Ahmed, M. (2015). Data Quality and Database Marketing. In: Ford, J., Honeycutt, Jr., E. (eds) Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13084-2_58

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