Robert W. Palmatier & Kelly D. Martin 
The Intelligent Marketer’s Guide to Data Privacy [PDF ebook] 
The Impact of Big Data on Customer Trust

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**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....

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Tabella dei contenuti

1. Customer Data Privacy: Why Every Marketer Should Care.- 2. The Psychology of Consumer Privacy.- 3. The Changing Privacy Legal Landscape.- 4...

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Circa l’autore

Robert Palmatier is Professor of Marketing and John C. Narver Chair of Business Administration at the Foster School at the University of Washington, USA. He foun...

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Lingua Inglese ● Formato PDF ● Pagine 192 ● ISBN 9783030037246 ● Dimensione 3.5 MB ● Età 02-99 anni ● Casa editrice Springer International Publishing ● Città Cham ● Paese CH ● Pubblicato 2019 ● Scaricabile 24 mesi ● Moneta EUR ● ID 6869260 ● Protezione dalla copia DRM sociale

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