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| Author: | Thomas, R. Maurer, V. |
| Title: | Database marketing practice: protecting consumer privacy |
| Journal: | Journal of Public Policy and Marketing
1997 : SPRING, VOL. 16:1, p. 147-155 |
| Index terms: | PUBLIC POLICY MARKETING CONSUMER LAW |
| Language: | eng |
| Abstract: | Contemporary marketers use a vast array of consumer databases to identify likely consumers of credit, goods, and services. Consumer credit data files have been available to marketers for many years. Although carefully regulated by federal law, these databases can be used to prescreen and postscreen the targets for credit solicitations. In addition, recent case law suggests that non-credit related segments of credit-reporting agencies' files can be used for a broader array of marketing purposes. |
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