Effective Privacy Marketing Strategies

  • Robert W. PalmatierEmail author
  • Kelly D. Martin


To help practicing business, managers develop marketing strategies that address emerging privacy issues; in this final chapter we synthesize the key points covered in previous chapters and organize them into six Tenets for Effective Privacy Marketing.


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    For specific statistics and dollar amounts, please see IBM Security, Ponemon Institute. (2017). 2017 Cost of Data Breach Study. Available at
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    Gray, S. (2018, May 14). Report: Google Employees Resigning over Controversial Pentagon Contract. Available at

Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.Foster School of BusinessUniversity of WashingtonSeattleUSA
  2. 2.Colorado State UniversityFort CollinsUSA

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