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@inproceedings{1534917,
author = {Horecký, Jan and Švec, Marek and Madleňák, Adam},
address = {Trnava},
booktitle = {Marketing identity_Digital Mirrors - part II.},
editor = {Alena Kusá; Anna Zaušková; Lenka Rusňáková},
keywords = {Consent; Direct Marketing; GDPR; Personal Data},
howpublished = {tištěná verze "print"},
language = {eng},
location = {Trnava},
isbn = {978-80-8105-984-1},
pages = {344-353},
publisher = {Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava},
title = {GDPR AND ITS IMPACT ON THE DIRECT MARKETING MANAGEMENT},
year = {2018}
}
TY - JOUR
ID - 1534917
AU - Horecký, Jan - Švec, Marek - Madleňák, Adam
PY - 2018
TI - GDPR AND ITS IMPACT ON THE DIRECT MARKETING MANAGEMENT
PB - Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava
CY - Trnava
SN - 9788081059841
KW - Consent
KW - Direct Marketing
KW - GDPR
KW - Personal Data
N2 - 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.
ER -
HORECKÝ, Jan, Marek ŠVEC and Adam MADLEŇÁK. GDPR AND ITS IMPACT ON THE DIRECT MARKETING MANAGEMENT. In Alena Kusá; Anna Zaušková; Lenka Rusňáková. \textit{Marketing identity\_{}Digital Mirrors - part II.}. Trnava: Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, 2018, p.~344-353. ISBN~978-80-8105-984-1.
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