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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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