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Permission Marketing : Turning Strangers into Friends and Friends into Customers
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Permission Marketing : Turning Strangers into Friends and Friends into Customers Hardcover - 1999 - 1st Edition

by Godin, Seth

  • Used

Called "the ultimate entrepreneur for the Information Age" by "Business Week, " Godin explains Permission Marketing, a concept that shapes a sales pitch sothat consumers winningly accept it.

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Simon & Schuster. Used - Good. Former library book; may include library markings. Used book that is in clean, average condition without any missing pages.
Used - Good
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Details

  • Title Permission Marketing : Turning Strangers into Friends and Friends into Customers
  • Author Godin, Seth
  • Binding Hardcover
  • Edition number 1st
  • Edition 1
  • Condition Used - Good
  • Pages 256
  • Volumes 1
  • Language ENG
  • Publisher Simon & Schuster, New York, NY, U.S.A.
  • Date 1999-05-06
  • Features Dust Cover, Index, Table of Contents
  • Bookseller's Inventory # GRP26175413
  • ISBN 9780684856360 / 0684856360
  • Weight 0.68 lbs (0.31 kg)
  • Dimensions 7.72 x 5.78 x 0.97 in (19.61 x 14.68 x 2.46 cm)
  • Themes
    • Theometrics: Secular
  • Library of Congress subjects Relationship marketing
  • Library of Congress Catalog Number 98050352
  • Dewey Decimal Code 658.8

First line

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From the jacket flap

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.

Categories

Media reviews

Citations

  • Business Connections, 09/01/1999, Page 18

About the author

Seth Godin is an entrepreneur, speaker, and the bestselling author of a number of business books, including E-Marketing--the first book ever published on how to do business online--as well as Permission Marketing, This is Marketing, The Practice, and The Song of Significance.