The data-informed marketing model and its social responsibility

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Abstract
This chapter discusses how vital information is to the private sector, as the personalisation of marketing and of products and services intensifies. It demonstrates how companies are using information about consumers from ever more diverse sources. However, more concern is given to the number of companies that do not take good information-handling practices seriously. It argues that much more needs to be done to raise consumers' awareness of information issues and to win companies over to the importance of responsible information use.

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