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| Author: | Bloom, P. N. Milne, F. R. Adler, R. |
| Title: | Avoiding misuse of new information technologies. Legal and societal considerations (Gesetzgebung) |
| Journal: | Journal of Marketing
1994 : JAN, VOl. 58:1, p. 89-110 |
| Index terms: | |
| Freeterms: | INFORMATIK, MARKETING, DATENBANK, BETRIEBLICHES RECHTSWESEN, MARKETING-INFORMATIONSSYSTEM |
| Language: | eng |
| Abstract: | A variety of new information technologies have emerged that clearly can improve the efficiency and affectiveness of marketing programs. However, the use of technologies such as computer matching or automatic order entry systems to support marketing programs also can lead to legal and societal difficulties. The authors review the types of problems that marketers could encounter when using new information technologies. They offer ideas about how marketing managers and researchers can reduce the chances of facing these types of problems. |
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