Never has so much information been accessible to so many people. Both companies and customers are benefiting from the power and possibilities of database technologies. New tools for searching, organizing and sharing information has increased market transparency and shifted the balance of power from company to consumer. How are search engines and the ability to instantaneously compare product and services side-by-side changing traditional purchasing habits? Are consumers willing to overlook - even deem inconsequential - the erosion of personal privacy?
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