Current issues of personal data privacy in marketing
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F20%3A63526084" target="_blank" >RIV/70883521:28120/20:63526084 - isvavai.cz</a>
Result on the web
<a href="https://aak.slu.cz/pdfs/aak/2020/02/01.pdf" target="_blank" >https://aak.slu.cz/pdfs/aak/2020/02/01.pdf</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.25142/aak.2020.006" target="_blank" >10.25142/aak.2020.006</a>
Alternative languages
Result language
angličtina
Original language name
Current issues of personal data privacy in marketing
Original language description
Data privacy is a current issue that must be addressed by all entities when handling personal data. Although the General Data Protection Regulation (GDPR) has been effective for more than two years, it still poses challenges to businesses, especially small and medium-sized enterprises (SMEs). The aim of the paper was therefore to find out what SMEs in the Czech Republic in terms of their running consider and perceive as contemporary data privacy issues in marketing and why, because marketing is one of the areas that have been fundamentally affected by GDPR. The particular objective of this contribution was to introduce brief conclusions of the focus group with the managers of marketing activities, employees in charge of marketing issues and GDPR, or owners of SMEs. This focus group was the second in a row and its aiming corresponded to the declared goal of the paper. The chosen research method represents a necessary and important pre-research phase for the future planned qualitative and quantitative research. The main findings and conclusions showed that the issue of GDPR and the related necessity to ensure the protection of customers´ personal data is a topic that still actively employs business entities and presents persistent challenges for them.
Czech name
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Czech description
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Classification
Type
J<sub>ost</sub> - Miscellaneous article in a specialist periodical
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Acta academica karviniensia
ISSN
1212-415X
e-ISSN
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Volume of the periodical
2020
Issue of the periodical within the volume
2
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
16
Pages from-to
5-20
UT code for WoS article
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EID of the result in the Scopus database
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