GDPR and Its Impact on the Direct Marketing Management
GDPR and Its Impact on the Direct Marketing Management
Author(s): Marek Švec, Adam Madleňák, Jan HoreckýSubject(s): Business Economy / Management, Methodology and research technology, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Consent; Direct Marketing; GDPR; Personal Data;
Summary/Abstract: In relation to the newly adopted statute in the field of personal data protection, the present paper deals with the impact of new regulations for processing of natural persons´ data in the field of the direct marketing management by business entities operating in the market. The authors did not only research into how to obtain the consent itself from natural persons when using the direct marketing tools, but also the identification of other areas to be thoroughly modified when taking into consideration brand new requirements to be placed on personal data processing. The present paper contains any primarily applied experience of the collective of the authors from their own legal practice.
Journal: Marketing Identity
- Issue Year: 6/2018
- Issue No: 1/2
- Page Range: 344-353
- Page Count: 10
- Language: English
