The intelligent marketer's guide to data privacy : (Record no. 36526)
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| LIBRARY OF CONGRESS CONTROL NUMBER | |
|---|---|
| LC control number | 2018961178 |
| INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9783030037239 |
| DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Call number | 658.812 PA IN |
| MAIN ENTRY--PERSONAL NAME | |
| Authors | Palmatier, Robert W. |
| TITLE STATEMENT | |
| Title | The intelligent marketer's guide to data privacy : |
| Subtitle | the impact of big data on customer trust |
| Statement of responsibility, etc | Robert W. Palmatier, Kelly D Martin |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | New York, NY : |
| Publisher | Palgrave Macmillan, |
| Date | c2019. |
| PHYSICAL DESCRIPTION | |
| Extent | xx,192 p. : |
| Other Details | ill. ; |
| Size | 25 cm. |
| SUMMARY | |
| Summary | 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. |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Customer relations |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Data mining |
| ADDED ENTRY | |
| Name | Martin, Kelly D. |
| MAIN ENTRY--PERSONAL NAME | |
| -- | 31363 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 6091 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 312 |
| ADDED ENTRY | |
| -- | 31364 |
| Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Permanent location | Current location | Shelving location | Date acquired | Source of acquisition | Full call number | Barcode | Date last seen | Price effective from | Koha item type | Public note |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| University of Wollongong in Dubai | University of Wollongong in Dubai | Main Collection | 2020-01-13 | MERIC | 658.812 PA IN | T0063178 | 2019-10-07 | 2019-10-07 | REGULAR | Jan2020 |