Privacy issues of personalized marketing

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A company's success highly depends on its customers. In order to attract new customers and to keep the current ones, it is important to establish a personalized customer relationship marketing. Companies need to fulfill the personal needs and wishes of every customer, so they require a lot of various data concerning shopping behavior, demographic information, contact information and so on. This book analyzes the legal frameworks concerning data protection of the European Union, Austria, Germany and the United States. These regulations must be observed in order to be able to create a successful customer relationship marketing and hold a unique selling proposition. Furthermore, this book contains information about how a company can legally trade addresses of potential customers.