GDPR AND ITS IMPACT ON THE DIRECT MARKETING MANAGEMENT
Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1
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.
Authors and Affiliations
Marek Švec, Adam Madleňák, Jan Horecký
Keywords
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