Internet behavioural advertising

In order to understand the controversy regarding privacy and data protection and Internet behavioural advertising, it is necessary to consider the marketing concept and philosophy. At the very core of marketing is customer satisfaction, `the Customer is King`. Please see Kotler, Philip, and Gary Armstrong. Principles of Marketing. 8th ed. Upper Saddle River, NJ: Prentice Hall, 1999. In Contemporary Issues in Marketing and Consumer Behaviour, Elizabeth Parsons and Pauline Maclaran the following excerpt elucidates the importance of data to the core marketing concept:

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