The intelligent marketer's guide to data privacy/ (Record no. 5817)

MARC details
000 -LEADER
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001 - CONTROL NUMBER
control field 20705626
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20220713124956.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 181012s2019 nyu 000 0 eng
010 ## - LIBRARY OF CONGRESS CONTROL NUMBER
LC control number 2018961178
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9783030037239
040 ## - CATALOGING SOURCE
Original cataloging agency DLC
Language of cataloging eng
Description conventions rda
Transcribing agency IIMV
042 ## - AUTHENTICATION CODE
Authentication code pcc
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.812
Item number PAL
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Palmatier, Robert W
9 (RLIN) 31921
245 04 - TITLE STATEMENT
Title The intelligent marketer's guide to data privacy/
Remainder of title the impact of big data on customer trust
Statement of responsibility, etc. by Robert W. Palmatier
263 ## - PROJECTED PUBLICATION DATE
Projected publication date 1903
264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE
Place of production, publication, distribution, manufacture New York, NY :
Name of producer, publisher, distributor, manufacturer Springer Berlin Heidelberg,
Date of production, publication, distribution, manufacture, or copyright notice 2019.
300 ## - PHYSICAL DESCRIPTION
Extent 192p.
Dimensions 24cm
336 ## - CONTENT TYPE
Content type term text
Content type code txt
Source rdacontent
337 ## - MEDIA TYPE
Media type term unmediated
Media type code n
Source rdamedia
338 ## - CARRIER TYPE
Carrier type term volume
Carrier type code nc
Source rdacarrier
520 ## - SUMMARY, ETC.
Summary, etc. 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.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Privacy, Right of
9 (RLIN) 31922
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Big data--Social aspects
9 (RLIN) 31923
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Data mining--Social aspects
9 (RLIN) 31924
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Kelly D. Martin.
9 (RLIN) 31925
906 ## - LOCAL DATA ELEMENT F, LDF (RLIN)
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c orignew
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e epcn
f 20
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942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Koha item type Book
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Home library Current library Date acquired Total Checkouts Full call number Barcode Date last seen Cost, replacement price Price effective from Koha item type
    Dewey Decimal Classification     Indian Institute of Management Visakhapatnam Indian Institute of Management Visakhapatnam - Andhra University 07/13/2022   658.812 PAL 001519 07/13/2022 2837.14 07/13/2022 Book

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