Now in a completely updated and revised Fourth Edition, this highly readable book emphasizes the core data management skills needed to succeed in today's business environment. The book presents a real-world, management perspective and offers fully integrated coverage of data modeling and SQL. * New chapter on future directions, including u-commerce. * New material on data integration, data quality, and data schemas. * Includes reference sections on data modeling and SQL. * Presents the "big picture" of data management.