The Intelligent Marketer's Guide to Data Privacy: The Impact of Big Data on Customer Trust

by Robert W. Palmatier and Kelly D. Martin

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

• Format: Hardcover
• Language: English
• ISBN: 3030037231
• ISBN13: 9783030037239
• Release Date: February 2019
• Publisher: Palgrave MacMillan
• Length: 192 Pages
• Weight: 1.05 lbs.
• Dimensions: 0.7" x 6.5" x 9.3"