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Service-dominant logic is an approach to business that recognizes that consumers want value no matter how it is delivered, whether it’s via a product, a service, or a combination of the two. Although there is merit in this belief, there is also merit to the value approach and the one-to-one approach. As you will see throughout this book, all three are intertwined. Communicating goals to everyone across the business is vital to ensuring a great customer experience across all touchpoints, say senior marketers from Octopus Energy and the FT. This concept originated from Adam Smith's book The Wealth of Nations but would not become widely used until nearly 200 years later. Relationship marketingleverages database marketing, behavioral advertising and analytics to target consumers precisely and create loyalty programs. In fact, the fundamental purpose of marketing is to attract consumers to your brand through messaging. Ideally, that messaging will helpful and educational to your targ...

If a front door's lock is connected to the Internet, and can be locked/unlocked from a phone, then a criminal could enter the home at the press of a button from a stolen or hacked phone. People could stand to lose much more than their credit card numbers in a world controlled by IoT-enabled devices. Thieves have also used electronic means to circumvent non-Internet-connected hotel door locks. In many cases attacks are aimed at financial gain through identity theft and involve data breaches. Beyond this, formal verification aims to prove the correctness of the algorithms underlying a system;important for cryptographic protocols for example. Trusted platform modules secure devices by integrating cryptographic capabilities onto access devices, through the use of microprocessors, or so-called computers-on-a-chip. TPMs used in conjunction with server-side software offer a way to detect and authenticate hardware devices, preventing unauthorized network and data access. Beyond vulnerab...