11.2 Data, Information, and Knowledge
11.3 Where Does Data Come From?
11.4 Data Rich, Information Poor
11.5 Data Warehouses and Data Marts
11.6 The Business Intelligence Toolkit
11.7 Data Asset in Action: Technology and the Rise of Wal-Mart
11.8 Data Asset in Action: Harrah’s Solid Gold CRM for the Service Sector
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