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Home→The Westburn Dictionary of Marketing→O→on-line real time

on-line real time

Definition:
The ability of field salespersons, amongst others, to access a centrally held database by means of a remote terminal. Telephone lines are used to make the connection, from anywhere in the world, by means of an acoustic coupler or modem. 'Real time' refers to the instant updating of central databases and the concomitant instant availability of all such new data to future users of the system.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Kenneth R. Deans], [1998].