Property rights to consumer information: A proposed policy framework for direct marketing

Authors

Judy F. Davis, Eastern Michigan UniversityFollow

Document Type

Article

Publication Date

1997

Department

Marketing

Abstract

Literature on property rights suggests that consumers may have valid claims against database owners who use and sell personal information for direct marketing purposes. The marketplace, legal and societal implications of consumer ownership of personal information are explored. A policy framework is proposed that seeks to improve the relationship between marketers and consumers via improved consumer contact and information handling practices.

DOI

10.1002/(SICI)1522-7138(199722)11:3<32::AID-DIR6>3.0.CO;2-Y

Citation

Davis, J. F. (1997). Maintaining customer relationships through effective database marketing: A perspective for small retailers. Journal of Marketing Theory and Practice, 5(2), 31–42. doi:10.1080/10696679.1997.11501763