Corporate marketing and privacy departments often find themselves at odds, according to a new study conducted by the Ponemon Institute, a privacy and information management research firm based in Elk Rapids, Mich. This despite solid evidence that privacy-conscious marketing strategies engender brand trust and are highly favored by consumers. Mike Spinney, the Ponemon Institute’s communications director, says that marketers may not be aware of how strongly consumers associate brand perception with trust and privacy issues. “Everyone, I think, understands the importance of customer goodwill,” says Spinney, “but in marketing departments, the chief privacy officer, or CPO, is still referred to as the customer prevention officer. Everyone

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