| 000 | 02430nam a22003255i 4500 | ||
|---|---|---|---|
| 001 | 20705626 | ||
| 005 | 20220713124956.0 | ||
| 008 | 181012s2019 nyu 000 0 eng | ||
| 010 | _a 2018961178 | ||
| 020 | _a9783030037239 | ||
| 040 |
_aDLC _beng _erda _cIIMV |
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| 042 | _apcc | ||
| 082 |
_a658.812 _bPAL |
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| 100 |
_aPalmatier, Robert W _931921 |
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| 245 | 0 | 4 |
_aThe intelligent marketer's guide to data privacy/ _bthe impact of big data on customer trust _cby Robert W. Palmatier |
| 263 | _a1903 | ||
| 264 | 1 |
_aNew York, NY : _bSpringer Berlin Heidelberg, _c2019. |
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| 300 |
_a192p. _c24cm |
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| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_aunmediated _bn _2rdamedia |
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| 338 |
_avolume _bnc _2rdacarrier |
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| 520 | _aFirms 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 |
_aPrivacy, Right of _931922 |
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| 650 |
_aBig data--Social aspects _931923 |
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| 650 |
_aData mining--Social aspects _931924 |
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| 700 |
_aKelly D. Martin. _931925 |
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| 906 |
_a0 _bibc _corignew _d2 _eepcn _f20 _gy-gencatlg |
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| 942 |
_2ddc _cBK |
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| 999 |
_c5817 _d5817 |
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