Permission Marketing Turning Strangers into Friends and Friends into Customers

ISBN-10: 0684856360
ISBN-13: 9780684856360
Edition: 1999
List price: $26.00 Buy it from $1.99
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Description: The manBusiness Weekcalls "the ultimate entrepreneur for the Information Age" explains "Permission Marketing" -- the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it. Whether it is the  More...

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Book details

List price: $26.00
Copyright year: 1999
Publisher: Simon & Schuster
Publication date: 5/6/1999
Binding: Hardcover
Pages: 256
Size: 6.00" wide x 8.00" long x 1.00" tall
Weight: 1.034
Language: English

The manBusiness Weekcalls "the ultimate entrepreneur for the Information Age" explains "Permission Marketing" -- the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it. 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. In his groundbreaking book, Godin describes the four tests of Permission Marketing: 1. Does every single marketing effort you create encourage a learning relationship with your customers? Does it invite customers to "raise their hands" and start communicating? 2. Do you have a permission database? Do you track the number of people who have given you permission to communicate with them? 3. If consumers gave you permission to talk to them, would you have anything to say? Have you developed a marketing curriculum to teach people about your products? 4. Once people become customers, do you work to deepen your permission to communicate with those people? And in numerous informative case studies, including American Airlines' frequent-flier program, Amazon.com, and Yahoo!, Godin demonstrates how marketers are already profiting from this key new approach in all forms of media.

Deborah Moggach lives in London.Bestselling business book author, entrepreneur, and speaker Seth Godin was born on July 10, 1960. He graduated from Tufts University in 1982 and earned an MBA in marketing from Stanford Business School. Godin worked as a brand manager for Spinnaker Software and founded his own book packaging business, followed by the online marketing company Yoyodyne. He was a vice president of direct marketing for Yahoo, and in 2006 he launched the popular community website Squidoo.

Foreword
Introduction
The Marketing Crisis That Money Won't Solve
Permission Marketing--The Way to Make Advertising Work Again
The Evolution of Mass Advertising
Getting Started--Focus on Share of Customer, Not Market Share
How Frequency Builds Trust and Permission Facilities Frequency
The Five Levels of Permission
Working with Permission as a Commodity
Everything You Know About Marketing on the Web Is Wrong!
Permission Marketing in the Context of the Web
Case Studies
How to Evaluate a Permission Marketing Program
The Permission FAQ
Acknowledgments
Index

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