What should UK and US marketers do to prepare for the biggest threat to business continuity for a decade?

Ardi Kolah, Bryan Foss, Martin Hickley

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

Abstract

Marketers in the United Kingdom and the United States need to be aware of the provisions being considered as part of the European General Data Protection Regulation. As soon as it is agreed and becomes law, many current practices will cease to be legal. This article outlines what marketers need to be doing in 2015 in order to be ready for this major change in data protection law.

Original languageEnglish
Pages (from-to)86-92
Number of pages7
JournalJournal of Direct, Data and Digital Marketing Practice
Volume17
Issue number2
Early online date16 Nov 2015
DOIs
Publication statusPublished - 01 Dec 2015
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2015 MACMILLAN PUBLISHERS LTD.

Copyright:
Copyright 2015 Elsevier B.V., All rights reserved.

Keywords

  • data governance
  • data protection
  • privacy

ASJC Scopus subject areas

  • Business and International Management
  • Marketing
  • Management of Technology and Innovation

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