Business-to-business (B2B) marketers face the challenge of how to communicate best with decision-makers in a firm. For example, firms selling software and IT need to identify IT decision-makers (ITDM) within a firm. The modern digital environment in theory allows B2B marketers to target such...

Advertisers use online customer data to target their marketing appeals. This has heightened consumers' privacy concerns, leading governments to pass laws designed to protect consumer privacy by restricting the use of data and by restricting online tracking techniques used by websites. We use the...