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. Specifically, the book: · -Describes the consumer psychology of privacy · -Deconstructs relevant legal and regulatory issues · - Offers defensive privacy strategies · - Describes offensive privacy strategies · Provides an executive summary with the Six Tenets for Effective Privacy Marketing This book will be useful to managers, students, or the casual reader who is interested in how and why big data and consumer privacy are transforming business. Moving beyond summary privacy insights, the book also offers a detailed and compelling action plan for improving performance by protecting against privacy threats as well as developing and implementing offensive privacy strategy. In the future, many firms will be competing through an integrated, customer-centric big data privacy strategy and this book will guide managers in this journey.
Internet Users' Information Privacy Concerns (IUIPC): The Construct, the Scale and a Causal Model. Information Systems Research, 15(4), ... The Intelligent Marketer's Guide to Data Privacy. Springer. Paquette, S., Jaeger, P. T., ...
European Union: General data protection regulation (GDPR) (2016). https://gdpr-info.eu/ Fowler, G.A.: It's the middle of ... R.W., Martin, K.D.: The Intelligent Marketer's Guide to Data Privacy: The Impact of Big Data on Customer Trust.
Journal of Interactive Marketing, 37, 133–148. Palmatier, R. W., & Martin, K. D. (2019). The intelligent marketer's guide to data privacy: The impact of big data on customer trust. Cham, Switzerland: Springer Nature.
The intelligent marketer's guide to data privacy: The impact of big data on customer trust. Cham: Palgrave Macmillan. Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology ...
Brooks. Running. (USA). There are many runners, and they tend to have very strong preferences when it comes to shoes. When Brooks segments the “runners” market, it does so on the basis of what the runners want, not who they are.
... other books include Relationship Marketing, Strategies for Building a Customer-Centric Organization, Relationship Marketing in a Digital Age, The Intelligent Marketer's Guide to Data Privacy, and Customer Engagement Marketing; ...
Palmatier, Robert W., Cheryl Burke Jarvis, Jennifer R. Bechkoff, and Frank R. Kardes (2009), “The Role of Customer ... Palmatier, Robert W., Lisa K. Scheer, Kenneth R. Evans, and Todd Arnold (2008), “Achieving Relationship Marketing ...
But you can fight back, right now. In The Smart Girl’s Guide to Privacy, award-winning author and investigative journalist Violet Blue shows you how women are targeted online and how to keep yourself safe.
Customer Data Platforms breaks down the fundamentals, including how to: Understand the problems of managing customer data Understand what CDPs are and what they do (and don't do) Organize and harmonize customer data for use in marketing ...
In this book, Peter Swire and Robert Litan provide the first detailed analysis of the sector-by-sector effects of the Directive.