Information Exchange and Privacy in the Marketplace

Chapter Overview

This chapter examines information exchange and privacy in the marketplace. Information exchange, which is central to the modern economy, presents many benefits to consumers and society at large, as well as associated privacy risks. Consumers are faced with the difficult decision of determining how to participate in the market while gaining some control over their own privacy. Marketers are trying to benefit from the information exchange but also not wanting to violate the trust of consumers.

In this chapter you will learn about the theory of marketing exchange and the antecedent factors that influence marketers and consumers information exchanges with each other. The ...

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