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Permission Marketing : Strangers into Friends into Customers - Seth Godin

Permission Marketing

Strangers into Friends into Customers

Hardcover

Published: 6th May 1999
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The man "Business Week" calls "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.

Eric Hippeau Chaiman, Ziff-Davis, Inc. Finally, here's a measurable method for marketing in a world filled with clutter. Robert Tercek Senior Vice-President, Sony Pictures Entertainment The principles of Permission Marketing are incredibly valuable to everyone involved in media today. Tom Peters Seth Godin moves to the front ranks of Internet Marketing Gurus with this masterful book. It's trite to say it, but this is a real "must read." Mark Kwamme CEO, CKS Group Permission Marketing is a testament to Godin's profound grasp of digital marketing. "Interruption Marketers" everywhere would do well to read this book. William C. Taylor Founding Editor, Fast Company 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. Lester Wunderman Chairman-Emeritus of Wunderman Cato Johnson, the largest direct-marketing firm in the world; author of Being Direct. Advertisers are going to have to learn how to deliver messages with frequency and low cost if they are to cope with the increasing competition for the consumer's attention. Seth Godin's Permission Marketing is a big idea. Business Week Seth Godin is the ultimate entrepreneur for the Information Age.

Forewordp. 9
Introductionp. 17
The Marketing Crisis That Money Won't Solvep. 23
Permission Marketing--The Way to Make Advertising Work Againp. 40
The Evolution of Mass Advertisingp. 53
Getting Started--Focus on Share of Customer, Not Market Sharep. 60
How Frequency Builds Trust and Permission Facilities Frequencyp. 79
The Five Levels of Permissionp. 97
Working with Permission as a Commodityp. 131
Everything You Know About Marketing on the Web Is Wrong!p. 143
Permission Marketing in the Context of the Webp. 155
Case Studiesp. 168
How to Evaluate a Permission Marketing Programp. 211
The Permission FAQp. 217
Acknowledgmentsp. 241
Indexp. 243
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9780684856360
ISBN-10: 0684856360
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 256
Published: 6th May 1999
Publisher: Simon & Schuster Ltd
Country of Publication: GB
Dimensions (cm): 23.4 x 15.5  x 2.54
Weight (kg): 0.31