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Chapter 17. WHERE ARE WE GOING? > Corporate and Marketing Practices

Corporate and Marketing Practices

Generally, only two potential bad guys are in any privacy violation scenario—the government or Big Business. Business has the power to affect us in many ways—because not only are we all consumers, but many of us also have employers. These are the two aspects of how businesses will operate in the future that we will explore.

Businesses are not unaware of the value of your information. As we've detailed above, that information is more and more valuable to them, too, as it helps them develop you and retain you as a customer. This is not evil: This is good business. Steve Larsen, vice president marketing for Net Perceptions, Inc., a company that develops personalization software, says, “You have to put customers at the center of your business, which means that serving them is even more important than getting new customers.” (Source: Office.com, May 2000, http://www.office.com/global/0,2724,285-17561,FF.html) Market forces, if nothing else, impel businesses to be better than their competitors at meeting your needs.


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