The intelligent marketer's guide to data privacy : the impact of big data on customer trust
Robert W. Palmatier
Bok · Engelsk · 2019
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| Omfang | XX, 192 sider : illustrasjoner
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| Opplysninger | "Firms are collecting and analyzing customer data at an ever increasing rate in response to evidence that data analytics (precision targeting, improved selling) generates a positive return. Yet efforts often ignore customers’ privacy concerns and feelings of vulnerability with long-term effects on customers’ trust, relationships, and ultimately financial performance. Big data, privacy, and cybersecurity often is relegated to IT and legal teams with minimal regard for customer relationships.This book fills the void by taking a customer-centric approach to privacy. It offers both defensive and offensive marketing-based privacy strategies that strongly position firms in today’s data-intensive landscape. The book also helps managers anticipate future consumer and legislative trends. Drawing from the authors’ own work and extant research, this book offers a compelling guide for building and implementing big data- and privacy-informed business strategies."--Publisher
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| Emner | kunderelasjoner markedsføring personvern datautvinning stordata sosiale aspekter bedriftsøkonomi
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| Dewey | |
| ISBN | 9783030037239
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