Journal of Consumer Marketing: Volume 20 Issue 7

Privacy and one‐to‐one marketing: resolving the conflict

Dennis A. Pitta, Frank Franzak, Michael Laric

There exists a vibrant literature dealing with one‐to‐one marketing and mass customization. The practice holds the promise of very satisfied customers, and profitable marketers…

Ensuring HIPAA compliance using data warehouses for healthcare marketing

Edward Rafalski, Ross Mullner

Pairing organizational policies and procedures with data mining techniques, healthcare marketing professionals can effectively ensure compliance with the new patient privacy…

Consumer privacy and the Internet in Europe: a view from Germany

Tanuja Singh, Mark E. Hill

Despite the widely varying estimates about the strength of the global Internet economy, there is general agreement among experts about the dramatic influence of this medium on…

“To legislate or not to legislate”: a comparative exploratory study of privacy/personalisation factors affecting French, UK and US Web sites

Calin Gurau, Ashok Ranchhod, Claire Gauzente

The trade off between customer privacy and Web site personalisation is currently moving to the forefront of academic and practical debate in marketing. The new Internet…

The relational oxymoron and personalisation pragmatism

Martin Evans

Although very much in vogue in both academic discourse and practitioner rhetoric, presents a case for a need to be concerned over the use of the “R” (relational) word in…

Co‐managing online privacy: a call for joint ownership

Oswald A. J. Mascarenhas, Ram Kesavan, Michael D. Bernacchi

Argues that online privacy rights of consumers are not absolute rights but joint ownership privileges they share with online marketers. Consumers can voluntarily transfer these…

Complying with privacy regulations in health plan operations

Stefani M. Krall, Steven M. Cooley

There is significant documentation of fraud and abuses of consumer privacy through telemarketing activities. This led to a proliferation of legislative efforts to protect consumer…