The key to a successful MDM initiative isn"t technology or methods, it"s people: the stakeholders in the organization and their complex ownership of the data that the initiative will affect. Master Data Management equips you with a deeply practical, business-focused way of thinking about MDM-an understanding that will greatly enhance your ability to communicate with stakeholders and win their support. Moreover, it will help you deserve their support: you"ll master all the details involved in planning and executing an MDM project that leads to measurable improvements in business productivity and effectiveness.