Direct marketing in luxury cars distribution in the light of personal data protection

Abstract

The main aim of the work is to identify the impact of legal regulations on personal data protection on the development of direct marketing used in the distribution of luxury cars. The results of the observation of the activities performed in authorised car dealers and the results of the literature analysis concerning marketing techniques used in the sales of luxury goods are introduced in the article. The paper shows that new forms of direct marketing, such as: communication via personal e-mail, Internet marketing, telemarketing and new digital technologies are currently used in car distribution. According to the law, if an organisation is performing marketing activities, the customer must agree on the collection of his/her personal data and their storage. Also under the law, an organisation which is processing personal data must use reliable information technology equipment and secure telecommunication equipment. The work shows that the right to protect personal data is consistent with the idea of the development of personal contacts with customers. In the paper it is also shown that the evolution of the right to protect personal data is in parallel with the development of direct marketing.