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Legal aspects of direct marketing in Czech Republic
Demuthová, Martina ; Boháček, Martin (advisor) ; Hubková, Pavlína (referee)
The thesis deals with the issue of direct marketing, its instruments and related legislation. Direct marketing is a form of marketing communication which allows businesses to communicate directly with their customers. Its value in marketing is increasing, as well as spam, which is also defined in this thesis. First explained is the term direct marketing, its advantages and disadvantages, its tools and current role in the industry. Furthermore, a summary of the present legal and ethical regulations, and the system of self-regulation in Czech Republic is given. Within this thesis, research on a sample of more than 300 respondents was carried out to detect the frequency with which they are contacted via direct marketing, their attitudes to individual tools, and aspects which they find interrupting in individual forms of direct marketing communication.
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