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The Intelligent Marketer's Guide to Data Privacy

Hardcover • 2019 • 1. edition

The Intelligent Marketer's Guide to Data Privacy

By Robert W. Palmatier, Kelly D. Martin

0 Ratings • 0.0 of 5

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About the book

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 b...Show more

Sales and marketing

Book details

ISBN

9783030037239

Publisher

Springer Nature Switzerland AG

Published year

2019

Language

Edition

1

Original title

The Intelligent Marketer's Guide to Data Privacy

Format

Hardcover

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