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Permission Marketing : Turning Strangers Into Friends, and Friends into Customers

Seth Godin, Don Peppers

Retail Price: $25.00
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Format: Hardcover, 255pp.
ISBN: 9780684856360
Publisher: Simon & Schuster
Pub. Date: May 1999

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Description and Reviews
From The Publisher:

Seth Godin, vice president of direct marketing at Yahoo!, argues that advertising is no longer the most effective way to reach and retain customers. His advice? "Permission marketing" — a strategy that has proved successful for such companies as Bell Atlantic, American Airlines, and American Express. In his enlightening and entertaining book, Godin details how to market only to those who volunteer for it, involving them in an interactive marketing campaign.

Whether it is the TV commercial that breaks into our favorite program, or the telemarketing phone call that disrupts a family dinner, traditional advertising is based on the hope of snatching our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works. Instead of annoying potential customers by interrupting their most coveted commodity—time—Permission Marketing offers consumers incentives to accept advertising voluntarily. Now this Internet pioneer introduces a fundamentally different way of thinking about advertising products and services. By reaching out only to those individuals who have signaled an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness - and greatly improve the chances of making a sale.


Godin and his colleagues are working to persuade some of the most powerful companies in the world to reinvent how they relate to their customers. His argument is as stark as it is radical: Advertising just doesn't work as well as it used to-in part because there's so much of it, in part because people have learned to ignore it, in part because the rise of the Net means that companies can go beyond it.

—William C. Taylor, Founding Editor, Fast Company

Advertisers are going to have to learn how to deliver messages with frequency and low cost if they areto cope with the increasing competition for the consumer's attention. Seth Godin's Permission Marketing is a big idea.
—Lester Wunderman, Chairman-Emeritus of Wunderman Cato Johnson, the largest direct-marketing firm in the world, author of Being Direct

The principles of permission marketing are incredibly valuable to everyone involved in media today.
—Robert Tercek, SVP Digital Media, Sony Pictures Entertainment

Permission Marketing is a testament to Godin's profound grasp of digital marketing. "Interruption Marketers" everywhere would do well to read this book.
—Mark Kwamme, CEO, CKS Group

Finally, here's a measurable method for marketing in a world filled with clutter.
—Eric Hippeau, Chaiman, Ziff Davis Inc.

Seth Godin is the ultimate entrepreneur for the Information Age.
Business Week


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About the Author

Seth Godin is a contributing editor to Fast Company magazine, and author of the most popular ebook in history, Unleashing the Ideavirus, as well as The Big Red Fez -- an eBook #1 bestseller for over sixteen weeks -- and Permission Marketing, a New York Times business bestseller.

Table of Contents
1The Marketing Crisis That Money Won't Solve23
2Permission Marketing - The Way to Make Advertising Work Again40
3The Evolution of Mass Advertising53
4Getting Started - Focus on Share of Customer, Not Market Share60
5How Frequency Builds Trust and Permission Facilities Frequency79
6The Five Levels of Permission97
7Working with Permission as a Commodity131
8Everything You Know About Marketing on the Web Is Wrong!143
9Permission Marketing in the Context of the Web155
10Case Studies168
11How to Evaluate a Permission Marketing Program211
12The Permission FAQ217

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