UW-Whitewater: Marketing professor receives Direct Marketing Educational Foundation award

Contact: Jimmy Peltier

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WHITEWATER ­ For Marketing Professor Jimmy Peltier, whether or not Facebook has the right to use his private information for marketing purposes is more than just a passing matter. His new paper, “Ethics in Interactive Marketing,” addresses the impact of technology in the field of marketing.

Peltier’s study on information privacy and its effects on consumers and marketers has been selected by the Direct Marketing Educational Foundation to receive the Education Track Best Paper Award. The paper was co-authored by Professor George Milne from the University of Massachusetts at Amherst, Professor Joseph Phelps from the University of Alabama and Acxiom privacy officer Jennifer Barrett. Acxiom is a global interactive marketing service provider.

“You want as much information as possible on customers, so it’s important to know how to protect that information and gain the trust of your customers,” Peltier said. His manuscript details emerging technologies, including mobile marketing, which is the ability to send potential customers advertisements directly to their cell phone.

The Direct Marketing Educational Foundation is a nonprofit educational organization that provides resources on the business of direct/interactive marketing, as well as equips professors with up-to-date resources. Peltier’s work is among the resources the organization has deemed most helpful for today’s top educators. This is his seventh best paper award since 1997. Although unable to attend the award ceremony on October 18 in San Diego, a film of Peltier’s acceptance speech will be presented.