Describe the various categories of information that a credit card company might use to enhance its internal mailing list. For each category, comment on the possible value of the information for improving the company’s market segmentation strategy.
This chapter discusses serious privacy concerns raised by database marketing. Today’s marketers are gathering enormous amounts of information about individuals, and much of the database development occurs without the consent or awareness of consumers. Visit the following sites, and explain the contribution of each to the issue of online privacy.
Better Business Bureau: http://www.bbbonline.org
TRUSTe: http://www.truste.com