عنوان

The intelligent marketer's guide to data privacy :

شابک

303003724X

شابک

9783030037246

شابک اشتباه

3030037231

شابک اشتباه

9783030037239

عنوان اصلي

The intelligent marketer's guide to data privacy :

نام عام مواد

[Book]

ساير اطلاعات عنواني

the impact of big data on customer trust /

نام نخستين پديدآور

Robert W. Palmatier and Kelly D. Martin.

محل نشرو پخش و غیره

Cham, Switzerland :

نام ناشر، پخش کننده و غيره

Palgrave Macmillan,

تاریخ نشرو بخش و غیره

[2019]

نام خاص و کميت اثر

1 online resource (xx, 192 pages) :

ساير جزييات

illustrations

متن يادداشت

Includes bibliographical references and indexes.

متن يادداشت

pt. I. Understanding customer data privacy fundamentals. 1. Customer data privacy: why every marketer should care ; 2. The psychology of consumer privacy ; 3. The changing privacy legal landscape -- pt. II. Defensive strategies: protecting from threats. 4. Big data's marketing applications and customer privacy ; 5. Inoculating against customer vulnerability ; 6. Privacy failures and recovery strategies -- pt. III. Offensive strategies: competing with privacy. 7. Understanding and valuing customer data ; 8. Data privacy marketing audits, benchmarking, and metrics ; 9. Effective privacy marketing strategies -- Company index -- Subject index.

بدون عنوان

0

متن يادداشت

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.

منبع سفارش / آدرس اشتراک

OverDrive, Inc.

شماره انبار

51D60F32-696D-48A9-94D2-D306E0B5BE2B

شماره استاندارد بين المللي کتاب و موسيقي

9783030037239

شماره استاندارد بين المللي کتاب و موسيقي

9783030037246

موضوع مستند نشده

Big data-- Social aspects.

موضوع مستند نشده

Customer relations.

موضوع مستند نشده

Data mining-- Social aspects.

موضوع مستند نشده

Privacy, Right of.

موضوع مستند نشده

Big data-- Social aspects.

موضوع مستند نشده

BUSINESS & ECONOMICS-- Industrial Management.

موضوع مستند نشده

BUSINESS & ECONOMICS-- Management Science.

موضوع مستند نشده

BUSINESS & ECONOMICS-- Management.

موضوع مستند نشده

BUSINESS & ECONOMICS-- Organizational Behavior.

موضوع مستند نشده

Customer relations.

موضوع مستند نشده

Data mining-- Social aspects.

موضوع مستند نشده

Privacy, Right of.

موضوع مستند نشده

BUS-- 041000

موضوع مستند نشده

BUS-- 042000

موضوع مستند نشده

BUS-- 082000

موضوع مستند نشده

BUS-- 085000

شماره

ويراست

شماره رده

مستند نام اشخاص تاييد نشده

Palmatier, Robert W.

مستند نام اشخاص تاييد نشده

Martin, Kelly D.

تاريخ عمليات

20200823075727.0

قواعد فهرست نويسي ( بخش توصيفي )

pn

نام الکترونيکي

نوع ماده

[Book]

تكميل شده

Y