A Study of Consumer Behaviour towards Permission based E-mail Marketing in Selected Indian Banks

Abstract

 Marketing communications will not provide desired results if 
they are not targeted to the right customers at the right time. 
Also it will enable the customer to blow whistle for the issue of 
privacy. Today everyone is concerned with privacy issues as 
they influence all human activities. There are several key 
stakeholders involved in the management of consumer 
privacy. The most important are the consumer, marketer and 
the government. Out of all, consumers are the most 
fundamental stakeholder. Government around the world 
plays useful and active role acting as a regulator, where 
government legally enforces the use of laws of privacy and 
restricts its misuse. The onus of making privacy viable for 
consumers is not only to be handled by the government alone 
but onus is also on professionals practicing in this field to 
inform marketers about the economic benefits that privacy 
practices can create for an organization