The Intelligent Marketer’s Guide to Data Privacy The Impact of Big Data on Customer Trust【電子書籍】[ Robert W. Palmatier ]

＜p＞**Winner of the 2021 Leonard L. Berry Marketing Book Award from the American Marketing Association.**＜/p＞ ＜p＞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.＜/p＞ ＜p＞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 ＜em＞book offers a＜/em＞ ＜em＞com．．．楽天市場のショップで商品詳細の続きを見る