Customised communications - Relevance vs privacy in targeted messaging

• Autores: Charles R. Taylor
• Localización: International Journal of Advertising, ISSN 0265-0487, Vol. 32, Nº. 4, 2013, págs. 483-485
• Idioma: inglés
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• Resumen

  • In his editorial, Charles R. Taylor introduces a special section of this editorial on customised communications. He addresses the need for research into both the impact of relevant messages and concerns about privacy, in order to understand where to draw the line in terms of how much a marketer can and should know about consumers.