search query: @author O'Malley, L. / total: 12
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| Author: | O'Malley, L. Patterson, M. Evans, M. |
| Title: | Intimacy or Intrusion? The Privacy Dilemma For Relationship Marketing in Consumer Markets |
| Journal: | Journal of Marketing Management
1997 : AUG, Vol. 13:6, p. 541-559 |
| Index terms: | CONSUMER MARKETS DATA BASES DIRECT SELLING |
| Language: | eng |
| Abstract: | The relationship marketing paradigm is gaining increasing credence in consumer markets. Marketers need to get close to their customers to establish exchange relationships, and this "intimacy" is achieved using database technology and direct marketing communications. However , in implementing relationship marketing in this way, the potential exists for the use of technology to result in invasions of individual consumer privacy. The literature on relationship marketing and privacy are reviewed, and the findings of six exploratory focus group discussions, conducted in the UK, are presented. The study suggests that what some consumers define as "intrusion" is similar to what has been called "intimacy" by marketers. |
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