Abstract
Data has become lifeblood of marketing. In the recent past, there has been a proliferation of data and privacy breaches at companies of varying sizes. From the massive breach at Equifax to the day-to-day hacks, consumers are faced with an uncertain fate of their personal information. While there is a lack of action in the U.S., European Union is trying to tackle the issue with the General Data Protection Regulation (GDPR). It is likely to cause marketers to rethink their data policies. The manuscript addresses the elements of GDPR and some of the implications for marketers.
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