LEGAL ASPECTS OF E-MARKETING

V diplomski nalogi so predstavljeni nekateri pravni vidiki e-marketinga. Zanimala nas je pravna podlaga, ki se nanaša na vstop tržnika v spletno okolje, specifično v okolje z informacijsko komunikacijskimi orodji. Prvi del opredeljuje nekatere osnovne pojme, ki se dotikajo tega področja. Osrednji del naloge izhaja iz samega začetka tržnikove e-marketinške dejavnosti: iz registracije njegove dejavnosti na podlagi Standardne klasifikacije dejavnosti (SKD) in vstopa v digitalno okolje, pri čemer mora tržnik registrirati domeno in urediti vsebino spletne strani z vidika avtorskega prava. Zadnji del naloge predstavlja ureditev tržnega raziskovanja ter pravne vidike oglaševanja tržnika, vključujoč vidike pridobivanja osebnih podatkov uporabnika interneta.Diploma paper represents some legal aspects of e-marketing. Concrete area of interest was legal basis considering entrance of a marketeer into the internet environment, specifically into the environment of the information and communication tools. The first part identifies some basic conceptions, which are contiguous to this area. The main part results from the very beginning of marketeer´s e-marketing activity: registration of his activity on the basis of Standard Classification of Activities (SKD) and his entrance in the digital environment, by which a marketeer has to register his domain and to settle the content of the web site from the copyright law point of view. The latter part of this thesis represents regulation of e-marketing research and legal aspects of marketeer´s advertising, including aspects of acquirement of internet users´ personal data