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    Permission Marketing: Strangers into Friends into Customers (Hardback) By (author) Seth Godin

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    DescriptionThe 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.


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  • Full bibliographic data for Permission Marketing

    Title
    Permission Marketing
    Subtitle
    Strangers into Friends into Customers
    Authors and contributors
    By (author) Seth Godin
    Physical properties
    Format: Hardback
    Number of pages: 256
    Width: 142 mm
    Height: 193 mm
    Thickness: 33 mm
    Weight: 363 g
    Language
    English
    ISBN
    ISBN 13: 9780684856360
    ISBN 10: 0684856360
    Classifications

    BIC E4L: BUS
    B&T Merchandise Category: GEN
    B&T Book Type: NF
    Nielsen BookScan Product Class 3: S4.3
    Ingram Spring Arbor Market: Y
    B&T Modifier: Region of Publication: 01
    B&T Modifier: Subject Development: 20
    B&T Modifier: Academic Level: 05
    BIC subject category V2: KJS
    DC21: 658.8
    B&T Modifier: Subject Development: 10
    LC subject heading:
    B&T General Subject: 180
    Ingram Subject Code: BE
    Libri: I-BE
    DC22: 658.8
    Ingram Theme: THEO/SECULR
    B&T Approval Code: A48500300
    BISAC V2.8: BUS002000, BUS043000
    ECPA Christian Book Category: CLVCLFBUS
    Warengruppen-Systematik des deutschen Buchhandels: 17860
    LC subject heading: , ,
    LC classification: HF5415.55 .G63 1999
    Publisher
    Simon & Schuster Ltd
    Imprint name
    Simon & Schuster Ltd
    Publication date
    05 October 1999
    Publication City/Country
    London
    Review quote
    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."
    Flap copy
    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 yourproducts?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.