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Customer Privacy and Database Marketing

  • Robert C. Blattberg
  • Byung-Do Kim
  • Scott A. Neslin
Part of the International Series in Quantitative Marketing book series (ISQM, volume 18)

Abstract

Probably the single most important aspect of the legal environment pertaining to database marketing is customer privacy. We examine this issue in depth. Privacy is a multidimensional issue for customers, and we begin by reviewing the nature and potential consequences of these several dimensions. We discuss the evidence regarding the impact of customers' concerns for privacy on their behavior — there is some although not definitive evidence for example that privacy concerns hinder e-commerce. We discuss current firm practices regarding privacy, as well as some of the major laws regarding customer privacy. We conclude with a review of potential solutions to privacy concerns, including regulation, permission-based marketing, and a strategic focus on trust.

Keywords

Privacy Concern Direct Marketing Customer Data Internet Experience Customer Privacy 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer Science+Business Media, LLC 2008

Authors and Affiliations

  • Robert C. Blattberg
    • 1
    • 2
  • Byung-Do Kim
    • 3
  • Scott A. Neslin
    • 4
  1. 1.Kellogg School of ManagementNorthwestern UniversityEvanstonUSA
  2. 2.Tepper School of BusinessCarnegie-Mellon UniversityPittsburghUSA
  3. 3.Graduate School of BusinessSeoul National UniversitySeoulKorea
  4. 4.Tuck School of BusinessDartmouth CollegeHanoverUSA

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