AMTP Proceedings 2012
A Six Sigma-Style Template Focuses Marketer’s Reaction to Confidential Data Loss
Document Type
Conference Proceeding
Conference Track
Marketing Management/ Strategy/ Branding
Publication Date
2012
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
Abstract
Companies that manage personal and confidential information can suffer damage to reputation, brand and revenues if security is breached or inadvertent loss occurs. However, a company can combat a potential marketing disaster with an appropriate measurement and response mechanism in place. This paper reviews the problem of data loss, some examples to highlight the problem and suggests a mechanism for evaluating and addressing the problem once it has taken place.
DOI
10.20429/amtp.2012.21
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Willson, Eric L. and Timmerman, John E., "A Six Sigma-Style Template Focuses Marketer’s Reaction to Confidential Data Loss" (2012). AMTP Proceedings 2012. 21.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2012/21
