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9780684865539

Permission Marketing; Turning Strangers into Friends, and Friends into Customers

by
  • ISBN13:

    9780684865539

  • ISBN10:

    068486553X

  • Edition: Reprint
  • Format: Paperback
  • Copyright: 2000-04-20
  • Publisher: Touchstone
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Summary

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.

Author Biography

Seth Godin is Vice-President of Direct Marketing for Yahoo!

Table of Contents

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.

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