| 書目名稱 | The Intelligent Marketer’s Guide to Data Privacy | | 副標(biāo)題 | The Impact of Big Da | | 編輯 | Robert W. Palmatier,Kelly D. Martin | | 視頻video | http://file.papertrans.cn/913/912125/912125.mp4 | | 概述 | Provides a comprehensive overview of data privacy in marketing, with special emphasis on the customer-firm interface.Provides insights for how marketers can manage their customers’ data privacy concer | | 圖書封面 |  | | 描述 | .**Winner of the 2021?Leonard L. Berry Marketing Book Award from the American Marketing Association.**.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 | | 出版日期 | Book 2019 | | 關(guān)鍵詞 | Big data; data privacy; Customer privacy; Marketing analytics; Privacy regulations; consumer privacy; righ | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-030-03724-6 | | isbn_ebook | 978-3-030-03724-6 | | copyright | The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerl |
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