With the astounding growth of the Internet, the potential threats to consumer privacy have grown exponentially. Much of the threat lies hidden beneath the view of the average consumer. Information technology makes collecting potentially sensitive information automatic and unseen. Indeed, it is...

There exists a vibrant literature dealing with one‐to‐one marketing and mass customization. The practice holds the promise of very satisfied customers, and profitable marketers who can create their own unassailable market positions. One of the building blocks of mass customization is...

Purpose – The purpose of this paper is to investigate the effects of advancements in technology on the practice of one to one marketing. Design/methodology/approach – The paper presents the results of analysis of reported advancements in information technology, social media, and their...