A Six Sigma-Style Template Focuses Marketer’s Reaction to Confidential Data Loss
Marketing Management/ Strategy/ Branding
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.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Willson, Eric L. and Timmerman, John E., "A Six Sigma-Style Template Focuses Marketer’s Reaction to Confidential Data Loss" (2012). Association of Marketing Theory and Practice Proceedings 2012. 21.