Chapter 14. How Companies Succeed Using CRM, Data Warehousing, and Relationship Technologies


“Organizations derive different kinds of value from data ware-housing. Some value is ubiquitous; nearly every user of a data warehouse can show that he or she has better and improved information, and better support for decision making.”

 --Barbara Haley Wixom, Dale Goodhue, and Hugh Watson “The Benefits of Data Warehousing at Whirlpool Corporation” Annals of Cases on IT Applications and Management

There are hundreds of excellent experiences of many companies—small businesses and large multinational corporations—around the world as a result of implementing an integrated “info-structure” utilizing a scalable data warehouse as the base for business intelligence ...

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