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" The intelligent marketer's guide to data privacy : "
Robert W. Palmatier and Kelly D. Martin.
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BL
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| Record Number
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860141
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| Main Entry
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Palmatier, Robert W.
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| Title & Author
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The intelligent marketer's guide to data privacy : : the impact of big data on customer trust /\ Robert W. Palmatier and Kelly D. Martin.
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| Publication Statement
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Cham, Switzerland :: Palgrave Macmillan,, [2019]
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| Page. NO
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1 online resource (xx, 192 pages) :: illustrations
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| ISBN
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303003724X
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: 9783030037246
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3030037231
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9783030037239
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Includes bibliographical references and indexes.
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| Contents
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pt. I. Understanding customer data privacy fundamentals. 1. Customer data privacy: why every marketer should care ; 2. The psychology of consumer privacy ; 3. The changing privacy legal landscape -- pt. II. Defensive strategies: protecting from threats. 4. Big data's marketing applications and customer privacy ; 5. Inoculating against customer vulnerability ; 6. Privacy failures and recovery strategies -- pt. III. Offensive strategies: competing with privacy. 7. Understanding and valuing customer data ; 8. Data privacy marketing audits, benchmarking, and metrics ; 9. Effective privacy marketing strategies -- Company index -- Subject index.
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| Abstract
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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, which produces long-term effects on customer trust, relationships, and, ultimately, financial performance. Big data, privacy, and cybersecurity are often 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 and describes defensive privacy strategies, and provides an executive summary using the Six Tenets for Effective Privacy Marketing. The book also offers a detailed action plan for improving performance by protecting against privacy threats as well as developing and implementing offensive privacy strategy.
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| Subject
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Big data-- Social aspects.
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Customer relations.
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Data mining-- Social aspects.
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Privacy, Right of.
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Big data-- Social aspects.
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BUSINESS ECONOMICS-- Industrial Management.
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BUSINESS ECONOMICS-- Management Science.
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BUSINESS ECONOMICS-- Management.
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BUSINESS ECONOMICS-- Organizational Behavior.
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Customer relations.
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Data mining-- Social aspects.
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Privacy, Right of.
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| Dewey Classification
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658.812
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| LC Classification
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HF5415.5
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| Added Entry
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Martin, Kelly D.
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