Stručni rad
THE INFLUENCE OF GENERAL DATA PROTECTION REGULATION ON MARKETING ACTIVITIES IN BANKS
Ivana Dvorski Lacković
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Vladimir Kovšca
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Zrinka Lacković Vincek
orcid.org/0000-0002-8055-5481
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Sažetak
The General Data Protection Regulation (GDPR) introduction has influence on all segments of banking activities, but its highest impact is expected in banks' marketing activities, primarily in terms of relationships with customers, the usage of digital technologies and social media and management of reputational risk. Having on mind the strict provisions of the Regulation related to potential penalization of parties that are not complied with its provisions, it is of key importance for banks to adequately apply the Regulation in its business activities. The implementation and the usage of the Regulation are requiring human and material resources, but also adaptation of banks’ existing business model. The primary aim of this professional paper is to give an overview of practical aspects of Regulations' implementation into banks with special accentuation on marketing activities. First part of the paper is related to general theoretical and regulatory provisions of the Regulation. The second part is related to analysis of the influence the Regulation has on all segments of banking activities, while third part is oriented on marketing area and compliance of marketing and business activities by satisfying both regulatory provisions, but also banks' strategic goals. Finally, conclusions are made and suggestions for future research are presented.
Ključne riječi
General Data Protection Regulation; marketing; banks
Hrčak ID:
234548
URI
Datum izdavanja:
1.3.2019.
Posjeta: 1.173 *