Permission Marketing : Strangers into Friends into Customers

London, United Kingdom: Simon & Schuster Ltd, 1999. Hardback. Very Good/Very Good. A copy that has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. The man Business Week calls the ultimate entrepreneur for the Information A ge explains Permission Marketing--the groundbreaking concept that enables m arketers to shape their message so that consumers will willingly accept it. Whether it is the TV commercial that breaks into our favorite program, or t he telemarketing phone call that disrupts a family dinner, traditional adve rtising is based on the hope of snatching our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as compani es 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.