Customer-Centric Marketing in the European Union from a Legal Perspective

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Author(s): Eleni Tzoulia (Attorney at Law LL.M. Heidelberg, Germany)
Copyright: 2015
Pages: 20
Source title: Handbook of Research on Managing and Influencing Consumer Behavior
Source Author(s)/Editor(s): Hans-Ruediger Kaufmann (University of Nicosia, Cyprus & International Business School at Vilnius University, Lithuania)
DOI: 10.4018/978-1-4666-6547-7.ch004

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Consumer-Centric Marketing is one of the latest methods employed by traders to influence and shape consumer behaviour in order to secure and increase demand for their products. This chapter analyses two forms of Consumer-Centric Marketing, the so-called Cause-Related Marketing and Relationship Marketing. It examines their logic and methods of application, before asking which legal issues might arise from the use of such practices. Then, European legislation on the protection of personal data and the current developments in Unfair Competition law in Europe are discussed, as well as the tactics that should be avoided by companies when implementing the above marketing methods to prevent a possible ban on their advertising.

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Customer-Centric Marketing in the European Union from a Legal Perspective

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