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The Intelligent Marketer's Guide to Data Privacy - The Impact of Big Data on Customer Trust (Hardcover, 1st ed. 2019)
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The Intelligent Marketer's Guide to Data Privacy - The Impact of Big Data on Customer Trust (Hardcover, 1st ed. 2019)
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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. 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 regulatory issues * - Offers
defensive privacy strategies * - Describes offensive privacy
strategies * Provides an executive summary with the Six Tenets for
Effective Privacy Marketing This book will be useful to managers,
students, or the casual reader who is interested in how and why big
data and consumer privacy are transforming business. Moving beyond
summary privacy insights, the book also offers a detailed and
compelling action plan for improving performance by protecting
against privacy threats as well as developing and implementing
offensive privacy strategy. In the future, many firms will be
competing through an integrated, customer-centric big data privacy
strategy and this book will guide managers in this journey.
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