Welcome to the InfoSci Platform
Information and Intelligence in Direct Marketing: Public Policy Issues and Initiatives

Information and Intelligence in Direct Marketing: Public Policy Issues and Initiatives

Pratap Chandra Mandal
Copyright: © 2022 |Volume: 13 |Issue: 1 |Pages: 17
ISSN: 1947-9301|EISSN: 1947-931X|EISBN13: 9781683181293|DOI: 10.4018/IJTD.307149
Cite Article Cite Article

MLA

Mandal, Pratap Chandra. "Information and Intelligence in Direct Marketing: Public Policy Issues and Initiatives." IJTD vol.13, no.1 2022: pp.1-17. http://doi.org/10.4018/IJTD.307149

APA

Mandal, P. C. (2022). Information and Intelligence in Direct Marketing: Public Policy Issues and Initiatives. International Journal of Technology Diffusion (IJTD), 13(1), 1-17. http://doi.org/10.4018/IJTD.307149

Chicago

Mandal, Pratap Chandra. "Information and Intelligence in Direct Marketing: Public Policy Issues and Initiatives," International Journal of Technology Diffusion (IJTD) 13, no.1: 1-17. http://doi.org/10.4018/IJTD.307149

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

Companies require collecting information and generating intelligence about their customers to attract, influence, and to develop relationships with them. Companies employ direct marketing channels for collecting information from customers. Although collection of information through direct marketing results in authentic information, it raises concerns about the different unfair practices followed by direct marketers. The study discusses about unfair practices adopted by direct marketers in collection of information, the issues of invasion of privacy and security of individuals, and the need for protection of consumer privacy and security. The study also focuses on the various rules and regulations formulated by regulatory bodies and governments of countries to protect customers. Different initiatives which are taken by companies to protect customers are discussed. Direct marketing channels allow companies to collect information about customers. However, companies should ensure customer privacy and security and should think about their welfare for building long-term relationships.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.