How are new interactive relationships with customers changing the face of marketing

Date of publication: September 1, 2000

Abstract:

This paper examines the growing need for electronic data security measures to be put in place in market research organisations. It uses research available in the United Kingdom on private companies and how they handle data security to illustrate that many businesses are not taking seriously the potential security risks that exist. It also looks more specifically at how market research companies use the new media and what security measures they take. This leads into an examination of what the potential pitfalls might be of failing to employ stringent security measures and what tools are available to help avoid these problems. Finally, it sets out a step-by-step guide to improving data security within market research organisations.

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