Ethical Marketing Through Data Governance Standards and Effective Technology

Shefali Saluja (Curatore)

Varun Nayyar (Curatore)

IGI Global, 2024

Marketing on digital platforms requires critical thinking on data management systems, machine learning methods, and attributes like customer trust, societal ethics, and managing consumer feedback with the utmost utilization of technology in different ways. The pursuit for a unified source of information is fundamental for marketers in digital marketing. Ethical Marketing Through Data Governance Standards and Effective Technology delves into the intricacies of achieving this unity by addressing the challenges and presenting solutions in a structured manner. The book explores the fundamental necessity for an effective data governance strategy. It emphasizes the eradication of silos and the establishment of regulations governing data classification, storage, and processing. Within this framework, the application of artificial intelligence in marketing takes center stage. The book investigates Artificial Intelligence (AI) marketing, machine learning methods, and data management systems. Furthermore, the book studies advertising standards and challenges on online platforms. The intersection of technology and advertising is dissected, focusing on virtual assistance through avatars and their impact on consumer psychology. The importance of a comprehensive database governance strategy is underscored, presenting a complete approach for corporations to navigate the intricacies of online marketing while upholding ethical standards. The research within the book significantly contributes to three key domains. Firstly, it enhances understanding in the realm of AI-enabled marketing standards, unraveling the psychological mindsets of online consumers. Secondly, it provides strategies to comprehend technology within the ethical digital framework. Lastly, it delves into data privacy standards, offering insights into the ethical implementation of AI-based marketing analytics. Ethical Marketing Through Data Governance Standards and Effective Technology is ideal for academics, researchers, management students, and professionals.

• Curatore: Shefali Saluja, Varun Nayyar
• Editore: IGI Global
• Collana: Advances in Marketing, Customer Relationship Management, and E-Services
• Anno: 2024
• Rilegatura: Paperback / softback
• Pagine: 328 p.
• Dimensioni: 279 x 216 mm
• EAN: 9798369346129

Testo in English