| Author: | Nowak, G. J. Phelps, J. |
| Title: | Direct Marketing and the Use of Individual-Level Consumer Information: Determining how and When "Privacy" Matters |
| Journal: | Journal of Direct Marketing
1997 : Vol. 11:4, p. 94-108 |
| Index terms: | DIRECT SELLING CONSUMER INFORMATION PRIVACY |
| Language: | eng |
| Abstract: | The desire to maximize marketing effectiveness and reduce communication costs has increased direct marketers' reliance on computerized databases, customized persuasion, and other consumer information intensive strategies and tactics. The belief that the succes of marketing efforts is positively related to the amount and specificity of individual-level consumer information, however, has raised questions about how far companies should be allowed to go in learning about or attempting to persuade consumers. |
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