If your company treats consumer privacy as a burden -- going through the motions more than anything else -- it's not alone. But what a mistake!
Effective privacy management actually affords companies the opportunity to establish and nurture customer relationships. So suggest marketing professors Avi Goldfarb, at the University of Toronto's Rotman School of Management, and Catherine Tucker, at the MIT Sloan School of Management. Rather than treating consumer privacy as the elephant in the room, companies should instead use consumer privacy controls as a key marketing and strategic variable, they say in a recent MIT Sloan Management Review article, "Why Managing Consumer Privacy Can Be an Opportunity."
Tune in to hear more of Goldfarb's and Tucker's thought leadership on delivering positive brand experience through consumer privacy management. You'll learn how to:
- Build consumer trust
- Differentiate between data security and data privacy
- Establish a culture of data courtesy
- Embrace consumer privacy as a marketing opportunity
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