Direct marketing in luxury cars distribution in the light of personal data protection
Journal Title: Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie - Year 2016, Vol 30, Issue 2
Abstract
The main aim of the work is to identify the impact of legal regulations on personal data protection on the development of direct marketing used in the distribution of luxury cars. The results of the observation of the activities performed in authorised car dealers and the results of the literature analysis concerning marketing techniques used in the sales of luxury goods are introduced in the article. The paper shows that new forms of direct marketing, such as: communication via personal e-mail, Internet marketing, telemarketing and new digital technologies are currently used in car distribution. According to the law, if an organisation is performing marketing activities, the customer must agree on the collection of his/her personal data and their storage. Also under the law, an organisation which is processing personal data must use reliable information technology equipment and secure telecommunication equipment. The work shows that the right to protect personal data is consistent with the idea of the development of personal contacts with customers. In the paper it is also shown that the evolution of the right to protect personal data is in parallel with the development of direct marketing.
Authors and Affiliations
Janusz Ząbek
Keywords
Related Articles
- EP ID EP190896
- DOI -
- Views 100
- Downloads 0
Subsystem of organizational values and purposes based on example of GOPR activity - voluntary mountain rescue service
Each organization performs its activity in a specific environment and it is a system which consists of several dependent elements, it uses resources of an external environment, transforms it and gives it back to the envi...
Certification of goods in the harmonised area – CE mark
When Poland joined the European Union, our market became an element of the common European market – manufacturers launch their products onto the Union market, which is conditioned by the fulfillment of administrative req...
Model interdyscyplinarnego programu edukacyjnego oraz ewaluacja jego wprowadzania do procesu nauczania
Artykuł zawiera analizę badań poglądów nauczycieli na model interdyscyplinarnego programu edukacyjnego oraz ich sugestii dotyczących możliwości efektywnego wdrożenia tegoż programu do procesu nauczania. W badaniu uczestn...
Meaning of clusters in innovation of enterprises
The observed low level of innovativeness of the Polish economy was the premise of the given topic examine the importance of cluster structures in enterprise innovation. The purpose of the article was to evaluate the role...
Influence of women organisations on the professional career of female workers. Great Britain case
The article deals with the very topical issue of the situation of professional women in the business environment. It has been only a century since females openly entered the male world of business and from the beginning...