The role of data privacy in marketing

@article{Martin2017TheRO,
  title={The role of data privacy in marketing},
  author={Kelly D. Martin and Patrick E. Murphy},
  journal={Journal of the Academy of Marketing Science},
  year={2017},
  volume={45},
  pages={135-155}
}
This paper captures the current state of privacy scholarship in marketing and related disciplines. We examine theoretical perspectives and empirical findings about data and information privacy grouped according to privacy’s role in society, the psychology of privacy, and the economics of privacy. Although a coherent subset of research themes provide deep understanding, theoretical and empirical findings show this narrow focus also has constrained our view of privacy to consumer, organizational… 
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