CHAPTER 7

The Future of Privacy

Chapter Overview

The future of privacy is inextricably tied to the progression of information technology. As discussed throughout this book, technology is a double edged sword that creates benefits to both consumers and marketers, yet at the same time puts consumer personal information at risk and the ability of marketers to secure information at risk as well. When new technologies are introduced before consumers are aware or ready for them, the creepy factor becomes very relevant. For marketers, this is something that must be managed.

It is likely the future of privacy will need new approaches to regulate privacy. However, if the past is a predictor of the future, privacy protection will continue to be some combination ...

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