**Winner of the 2021 Leonard L. Berry Marketing Book Award from the American Marketing Association.**
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.
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 todays data-intensive landscape. The book also helps managers anticipate future consumer and legislative trends. Drawing from the authors own work and extant research, thisbook offers acompelling 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 defensive privacy strategies
· - Describes offensive privacy strategies
· Provides an executive summary with theSix Tenets for Effective Privacy Marketing
This book will be useful to managers, students, or the casual reader who is interested in how and why big data and consumer privacy are transforming business. Moving beyond summary privacy insights, the book also offers a detailed and compelling action plan for improving performance by protecting against privacy threats as well as developing and implementing offensive privacy strategy.
In the future, many firms will be competing through an integrated, customer-centric big data privacy strategy and this book will guide managers in this journey.
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). Roberts research focuses on marketing strategy, relationship marketing, and privacy. He is the present co-editor of theJournal of Marketing and past Editor-in-Chief of theJournal of Academy of Marketing Science.He has published booksMarketing Channel Strategy; Relationship Marketing; Marketing Strategy; andCustomer Engagement Marketing.
Kelly D. Martin is Associate Professor of Marketing and Deans Distinguished Research Fellow at Colorado State University, USA. Kellys 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.
