The Democratization of Data

Crosby, Lawrence A.; Johnson, Sheree L.
March 2001
Marketing Management;Spring2001, Vol. 10 Issue 1, p8
Focuses on building effective customer relationship management strategies through the democratization of customer data or the utilization of market research data. Concerns of marketing research users; Technical issues concerning the democratization of data; General interpretation problems traced to the user's lack of a behavioral science perspective.


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