In the previous chapters, the fundamental concepts of data quality and personalized communication were extensively discussed, along with potential problem areas. To provide a basis for further analyses, it is necessary to establish a scientific framework that can support the theoretical underpinnings of the empirical studies. Various perspectives exist that are suitable for addressing the basic research questions, and a marketing-oriented approach is chosen to focus on the issue of deliberate false entries by customers. However, the insights from other research disciplines are also considered where relevant. The field of marketing is highly complex and divided into various research areas. One prominent direction, which has gained significant attention in both business practice and academic publications, is "Relationship Marketing" (RM), also known as "Beziehungsmarketing" in German. Despite its name, the term is not widely used due to its less common usage in English. After a brief overview of the essential foundations of this relatively young marketing area (with differences from traditional marketing discussed in Section 4.1.4), the implementation of theoretical concepts through modern technologies is analyzed. This is followed by an examination of the relationship between RM and data quality and personalized communication. To provide a starting point for further analyses, this chapter includes selected definitions of "Relationship Marketing" (RM), highlighting the non-uniform nature of the central research object in this field (Harker, 1999): 1. RM is an emerging disciplinary framework for creating, developing, and sustaining exchanges of value between parties, where exchange relationships evolve to provide continuous and stable links in the supply chain (Ballantyne, 1997).In the previous chapters, the fundamental concepts of data quality and personalized communication were extensively discussed, along with potential problem areas. To provide a basis for further analyses, it is necessary to establish a scientific framework that can support the theoretical underpinnings of the empirical studies. Various perspectives exist that are suitable for addressing the basic research questions, and a marketing-oriented approach is chosen to focus on the issue of deliberate false entries by customers. However, the insights from other research disciplines are also considered where relevant. The field of marketing is highly complex and divided into various research areas. One prominent direction, which has gained significant attention in both business practice and academic publications, is "Relationship Marketing" (RM), also known as "Beziehungsmarketing" in German. Despite its name, the term is not widely used due to its less common usage in English. After a brief overview of the essential foundations of this relatively young marketing area (with differences from traditional marketing discussed in Section 4.1.4), the implementation of theoretical concepts through modern technologies is analyzed. This is followed by an examination of the relationship between RM and data quality and personalized communication. To provide a starting point for further analyses, this chapter includes selected definitions of "Relationship Marketing" (RM), highlighting the non-uniform nature of the central research object in this field (Harker, 1999): 1. RM is an emerging disciplinary framework for creating, developing, and sustaining exchanges of value between parties, where exchange relationships evolve to provide continuous and stable links in the supply chain (Ballantyne, 1997).