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Information-Driven Marketing Decisions: Development of Strategic Information Systems by A. Coskun Samli (Hardcover, 1996)

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Data have almost no value in and for themselves. Thus, Samli's new book dwells on the art and science of information generation and on how to convert it to practical knowledge. Without information and knowledge, says Samli, the firm faces great risk in the marketplace and its survival probabilities in the long run are very low.