文章基本信息

标题：PRIVACY PROTECTION AND DATA SECURITY REFERING TO DIRECT MARKETING
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作者：Sudar-Kulčar, Mirna
期刊名称：Politička Misao
印刷版ISSN：0032-3241
电子版ISSN：1846-8721
出版年度：2006
卷号：42
期号：4
页码：97-114
出版社：University of Zagreb
摘要：Privacy protection and data security become important part of business practice. In the same time customers are concernd about personal data missusage. Regarding this, in the world, and finally in Croatia, new laws and codes have been created to regulate and recommend how to communicate with customers and for those who do not respect decency, discretion and safety to set penalties. In direct marketing straight communication with prospective buyers and customers is essential. Target marketing campaigns are based on data base (which f.e. include consumer name, address, information about purchase behaviour etc.). Mailing lists are important for direct marketers because they send advertising materials to the potential buyers. Sometimes consumers are not satisfied with marketing activities because they are frightened of inappropriate data usage, privacy disturbance and bothering.
关键词：privacy protection; data security; privacy protection and data security laws; new aspects of marketing; direct marketing; privacy policy