Acta Univ. Agric. Silvic. Mendelianae Brun. 2013, 61, 2277-2283
Published online 2013-12-24

Right to privacy and some methods of direct marketing

Hana Kelblová

Department of Law and Social Sciences, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic

Promotion constitutes part of the marketing mix which consists of advertising, sales support, public relations, personal sale and direct marketing. It may be stated that the law delimits boundaries to all these elements of the communication mix. In the following contribution I will only focus on some methods of direct marketing and I intend to investigate the “purposeful appeal to purchase and consumer behaviour of clients” as viewed by the present Czech law. These communications often disturb the privacy of individuals, harass in an inappropriate time, marketing companies often illegally collect and share customers’ personal information. My target is to list legal limits instituted in the sphere of direct marketing for the individual marketing practices by the Czech law.


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