The Intelligent Marketer’s Guide to Data Privacy: The Impact of Big Data on Customer Trust - Couverture rigide

Palmatier, Robert W.; Martin, Kelly D.

Couverture rigide

ISBN 10 : 3030037231 ISBN 13 : 9783030037239

Editeur : Springer Nature Switzerland AG, 2019

Synopsis

Provides a comprehensive overview of data privacy in marketing, with special emphasis on the customer-firm interface
Provides insights for how marketers can manage their customers' data privacy concerns
Identifies key data privacy threats for business and offers guidance on how those threats can be prevented and managed

A propos du livre

À propos de l?auteur

Robert Palmatier is Professor of Marketing and John C. Narver Chair of Business Administration at the Foster School at the University of Washington, USA. He founded and serves as the research director of the Sales and Marketing Strategy Institute (SAMSinstitute.com). Robert's research focuses on marketing strategy, relationship marketing, and privacy. He is the present co-editor of the Journal of Marketing and past Editor-in-Chief of the Journal of Academy of Marketing Science. He has published books Marketing Channel Strategy; Relationship Marketing; Marketing Strategy; and Customer Engagement Marketing.

Kelly D. Martin is Associate Professor of Marketing and Dean's Distinguished Research Fellow at Colorado State University, USA. Kelly's research interests involve marketing ethics and firm strategy, especially in the areas of privacy, politics, and consumer well-being. Her articles have beenrecognized for impact as recipients or nominees of multiple awards. Kelly received the inaugural AMA Marketing and Society Emerging Scholar Award and held a Colorado State University Monfort Professorship for research.

Détails de l'édition

• Éditeur: Springer Nature Switzerland AG
• Date d'édition: 2019
• Langue: anglais
• ISBN 10: 3030037231
• ISBN 13: 9783030037239
• Reliure: Relié
• Nombre de pages: 212
• Coordonnées du fabricant: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3,69115 Heidelberg, Germany; Heidelberg; 69115; Allemagne