search query: @indexterm Public policy / total: 408
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| Author: | Milne, G. |
| Title: | Consumer participation in mailing lists: a field experiment |
| Journal: | Journal of Public Policy and Marketing
1997 : FALL, VOL. 16:2, p. 298-309 |
| Index terms: | PUBLIC POLICY MARKETING CONSUMERS |
| Language: | eng |
| Abstract: | Increasingly companies are acquiring customer names and personal information for database marketing purposes. Because lists of customer names often are sold and rented without customer knowledge, legislation has been proposed to curtail the ability of marketers to sell personal information without customer consent. In reaction, the direct marketing community has responded with aggressive self-regulation, strongly recommending negative option permission formats and carefully worded disclosure statements. |
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