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

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...

Πλήρης περιγραφή

Λεπτομέρειες βιβλιογραφικής εγγραφής
Κύριοι συγγραφείς: Palmatier, Robert W. (Συγγραφέας, http://id.loc.gov/vocabulary/relators/aut), Martin, Kelly D. (http://id.loc.gov/vocabulary/relators/aut)
Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
Γλώσσα:English
Έκδοση: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2019.
Έκδοση:1st ed. 2019.
Θέματα:
Διαθέσιμο Online:Full Text via HEAL-Link
Πίνακας περιεχομένων:
  • 1. Customer Data Privacy: Why Every Marketer Should Care
  • 2. The Psychology of Consumer Privacy
  • 3. The Changing Privacy Legal Landscape
  • 4. Big Data's Marketing Applications and Customer Privacy
  • 5. Inoculating Against Customer Vulnerability
  • 6. Privacy Failures and Recovery Strategies
  • 7. Understanding and Valuing Customer Data
  • 8. Data Privacy Marketing Audits, Benchmarking, and Metrics
  • 9. Effective Privacy Marketing Strategies.