The Intelligent Marketer's Guide to Data Privacy The Impact of Big Data on Customer Trust /

• Main Authors: Palmatier, Robert W. (Author, http://id.loc.gov/vocabulary/relators/aut), Martin, Kelly D. (http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2019.
• Edition: 1st ed. 2019.
• Subjects: Business.; Marketing.; Big data.; Popular Science in Business and Management.; Big Data/Analytics.

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...