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.
Access provided by Autonomous University of Puebla. Download to read the full chapter text
Chapter PDF
Similar content being viewed by others
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
References
Armstrong, C. (1994). CIQM report on database quality. Database, 17(6), 45-48.
Brachman, R. J., Khabaza, T ., Kloesgen, W ., Piatetsky-Shapiro, G., and Simoudis, E. ( 1996). "Mining business database." Communications of the ACM. 39(11 ), pp. 42-48.
Cats, H. 91996). New approach to database marketing scores points in packaged goods. Direct Marketing. 59(7), pp. 18-21.
Firth, C. (1997). When do data quality problems occur?. Data quality home page, wysiwyg://main.20/http: 11 sunflower.signet.cism.sg1-cfirth/dataquality/dq 1.htlm
Foskett, S. ( 1997). Star wars comes to direct marketing. Direct Marketing. 60( 1 ), 62-64.
Gronroos, C. (1990). Relationship approach to marketing in service contexts: The marketing and organizational behavior interface. Journal of Business Research. January, pp. 3-11.
Hardjono, H. (1993).A Case Study of the Business Impact of Data Quality in the Airline Industry (Cambridge, MA: MIT Sloan School of Management Working Paper, 1993).
Huh, Y. U., Keller, F. R., Redman, T. C., Watkins, A. R. (1990). Data Quality. Information and Software Technology. 32(8), 559-565.
Kiely, T. (1992). Keeping Your Data Honest. CIS, October 15, pp. 42-46.
Khalil, 0 ., and Harcar, T. (1997). Relationship marketing and data quality management. The Proceedings of the Society for Advancement of Management International Management Conference.
McGee, A.M. (1992). Total data Quality Management: Zero Defects Data Capture (Cambridge, MA: MIT Sloan School of Management Working Paper, 1992).
Morrill, J. M. (1996). It's the data stupid!. Journal of Systems Management. 47(4), p. 41.
Orman, L., Storey, V ., and Wang, R. (1994). Systems Approaches to Improving Data Quality (Cambridge, MA: MIT Sloan School of Management Working Paper).
Shani, D. and Chalasani, S. (1992). Exploring niches using relationship marketing. Journal of Service Marketing. Fall, pp. 43-52.
Shermach, K. (1995). Large and small retailers see value in data-base marketing. Marketing News, 29(20), p. 8.
Silberschatz, A., and Zdonik, S. (1996). Strategic directions in database systems-breaking out of the box. ACM Computing Surveys. 28(4), 764-778.
Strategic Research Corp. (1997). database demographic report.http://www.sresearch.com/search/1 05444.html
Strong, D. M., Lee, Y. W., and Wang, R. Y. (1997). Data quality in context. Communications of the ACM. 40(5), 103-110.
Swanson Russel Associates (1997). What is database marketing?. http://www.sramarketing.com/sraltour/database/what is database.html
Wand, Y., and Wang, R. (1996). Anchoring data quality dimensions in ontological foundations. Communications of the ACM 39(11), 86-95.
Wang, R. Y., Reddly, and Gupta A. (1993). An object-oriented implementation of quality data products. http:/web.mit.edu/tdqm/papers/93/pass 2/93-14.html
Wang, Storey, and Firth, C. (1994). A framework for analysis of data quality research. http://web.mit.edu/tdqm/www/papers/93/pass2/93 _11.html
Wang, R. Y ., Kon, H. B., and Henry, B. (1992). Toward data quality management. http:/web.mit.edu/tdqm/papers/92/92-02.html.
Woods, T ., and Remondi, J. (1996). "Relationships vital for high-tech marketers." Marketing News. 30(11 ), p.8.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
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
Download citation
DOI: https://doi.org/10.1007/978-3-319-13084-2_58
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13083-5
Online ISBN: 978-3-319-13084-2
eBook Packages: Business and EconomicsBusiness and Management (R0)