Penn State International Law Review


Shaun A. Sparks

First Paragraph

In recent history, direct marketers have approached the selection of marketing prospects with relatively simple information about individual consumers. Fueled by advances incomputer and communications technology, modern database-driven businesses have become more sophisticated; the level of detail with which marketers examine individual customers has increased rapidly. Online consumer data is particularly suited to the business practicalities of database marketing. The Internet offers tremendous promise to business in its quest for more effective and efficient marketing practices.

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Internet Law Commons