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PRIVACY PROTECTION AND DATA SECURITY REFERING TO DIRECT MARKETING

Mirna Sudar-Kulčar ; Hrvatski studiji Sveučilišta u Zagrebu, Zagreb, Hrvatska


Puni tekst: hrvatski pdf 262 Kb

str. 97-114

preuzimanja: 2.663

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Sažetak

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.

Ključne riječi

privacy protection; data security; privacy protection and data security laws; new aspects of marketing; direct marketing; privacy policy

Hrčak ID:

20885

URI

https://hrcak.srce.hr/20885

Datum izdavanja:

29.4.2006.

Podaci na drugim jezicima: hrvatski

Posjeta: 4.563 *