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Effective Privacy Marketing Strategies

  • Robert W. PalmatierEmail author
  • Kelly D. Martin
Chapter

Abstract

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.

References

  1. 1.
    Valet, V. (2018, March 15). The World’s Most Reputable Companies 2018. Forbes. Available at https://www.forbes.com/sites/vickyvalet/2018/03/15/the-worlds-most-reputable-companies-2018/#55b1631126d5. Accessed September 18, 2018.
  2. 2.
    Andriole, S. (2018, January 3). Big Trouble for Facebook, Amazon, Google and Apple in 2018. https://www.forbes.com/sites/steveandriole/2018/01/03/big-trouble-for-facebook-amazon-google-apple-in-2018/#67e6d1794d87.
  3. 3.
    For specific statistics and dollar amounts, please see IBM Security, Ponemon Institute. (2017). 2017 Cost of Data Breach Study. Available at https://www.ibm.com/security/data-breach.
  4. 4.
    Gray, S. (2018, May 14). Report: Google Employees Resigning over Controversial Pentagon Contract. Available at http://fortune.com/2018/05/14/report-google-employees-resign-pentagon-contract/.

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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