Customers are bound to surrender personal information to the marketers
and in essence , this is confidential information that consumers do not
expect to be kept safely . Marketers are therefore supposed to be
cautious with consumer data s to avoid leaking consumer information
to the unintended audience (Smith , 2007 . This will prevent cases of
fraud where customer information is used to defraud customers of their
money in the company 's name leading to serious legal cases (Smith ,
2007 . Most...