Title: Public policy issues and initiatives in collection of information and intelligence in direct marketing

Authors: Pratap Chandra Mandal

Addresses: Rajiv Gandhi Indian Institute of Management, Mayurbhanj Complex, Nongthymmai, Shillong - 793014, East Khasi Hills District, Meghalaya, India

Abstract: Companies require information about their customers to attract them, influence them, and build relationships. Companies apply a number of direct marketing channels to collect information and intelligence about customers. Collecting information and intelligence through direct marketing channels raises concerns about the different unfair practices followed by direct marketers. The paper discusses the various unfair practices adopted by companies involved in direct marketing, the issue of invasion of consumer privacy, and the need for protection of consumer privacy. The paper further focuses on the various rules and regulations enforced by the governments of countries to protect customers. The various initiatives taken by companies are discussed. Direct marketing channels allow companies to collect information and intelligence about customers and to influence them. However, companies need to protect their customers to build long-term relationships.

Keywords: direct marketing; consumer privacy; consumer protection; marketing information; unfair practices.

DOI: 10.1504/IJBFMI.2018.095137

International Journal of Business Forecasting and Marketing Intelligence, 2018 Vol.4 No.4, pp.386 - 399

Received: 04 Jan 2018
Accepted: 21 Jan 2018
Published online: 01 Oct 2018 *

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