Marketing communications will not provide desired results if they are not targeted to the right customers at the right time. Also it will enable the customer to blow whistle for the issue of privacy. Today everyone is concerned with privacy issues as they influence all human activities. There are several key stakeholders involved in the management of consumer privacy. The most important are the consumer, marketer and the government. Out of all, consumers are the most fundamental stakeholder. Government around the world plays useful and active role acting as a regulator, where government legally enforces the use of laws of privacy and restricts its misuse. The onus of making privacy viable for consumers is not only to be handled by the government alone but onus is also on professionals practicing in this field to inform marketers about the economic benefits that privacy practices can create for an organization.
A Study of Consumer Behaviour towards Permission based E-mail Marketing in Selected Indian Banks
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Published 2015-09-30
Pages 55-59
Abstract
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