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Surveiling the consumer for loyalty and profit

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Surveillance may be a dirty word when it comes to domestic politics, but understanding what interests the consumer and how technology may provide insights is a legitimate concern of retailers. Exactly which technologies yield the appropriate balance of potential profits and privacy can be a confounding dilemma. Marketing Professors J. Jeffrey Inman and Hristina Nikolova reviewed recent retail technologies and created a guide to help retailers find their way through.

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