Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
Related questions
Question
What is the difference between an ‘opt-in’ and an ‘opt-out’ policy with regard to the use of personal data for marketing purposes?
Expert Solution
Background
Informed consent has become one of the most important concepts in the field of marketing. As the focus of marketers is shifting toward the fulfillment of customer expectations and making them fully satisfied with the products and services, the use of this concept has also risen.
Informed concept can be referred to as a practice used by marketers in which they seek the consent of the customers for specific services or products by making them informed about all their potential consequences and benefits.
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