The Intelligent Marketer’s Guide to Data Privacy

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 been recognized 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. 

1. Customer Data Privacy: Why Every Marketer Should Care.- 2. The Psychology of Consumer Privacy.- 3. The Changing Privacy Legal Landscape.- 4. Big Data's Marketing Applications and Customer Privacy.- 5. Inoculating Against Customer Vulnerability.- 6. Privacy Failures and Recovery Strategies.- 7. Understanding and Valuing Customer Data.- 8. Data Privacy Marketing Audits, Benchmarking, and Metrics.- 9. Effective Privacy Marketing Strategies.