CHAPTER 1

The Information Environment and the Privacy Problem

Chapter Overview

In this first chapter, you will learn about the data-driven marketing information environment, the personal data ecosystem, how technology is facilitating the collection and dissemination of information, and how the different privacy expectations for technological use are creating a privacy problem between marketers and consumers.

The Information Environment

We live in an information economy that is based on accessing and utilizing information from market exchanges. The acquired information is used by both consumers and businesses to make better decisions in the marketplace. In many respects information exchange, in our digital world, is the currency of the modern ...

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