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"If Shakespeare had to go on an author tour to promote Romeo and Juliet, he never would have written Macbeth."
- Dr. Joyce Brothers
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| | Permission Marketing:
Turning Strangers into Friends, and Friends into Customers
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| | by Seth Godin
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ZIN Product Number: 10216013
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| | | |  | | | Product Details
 Format: Compact Disc
Edition: Abridged, 2 CDs
Publisher: Simon & Schuster Audio
ISBN: 0743510127
Release Date: Jan 11, 2001
| |  | | | In Brief
Seth Godin, vice president of direct marketing at Yahoo!, argues that advertising is no longer the most effective way to reach and retain customers. His advice? "Permission marketing" -- a strategy that has proved successful for such companies as Bell Atlantic, American Airlines, and American Express. In his enlightening and entertaining book, Godin details how to market only to those who volunteer for it, involving them in an interactive marketing campaign.
| | | | From The Publisher
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.
| | | | Annotation
...the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it...
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| | | |  | | | The Word On The Street
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. -- (William C. Taylor, Founding Editor, Fast Company) —William C. Taylor
Advertisers are going to have to learn how to deliver messages with frequency and low cost if they areto cope with the increasing competition for the consumer's attention. Seth Godin's Permission Marketing is a big idea. -- (Lester Wunderman, Chairman-Emeritus of Wunderman Cato Johnson, the largest direct-marketing firm in the world, author of Being Direct) —Lester Wunderman
The principles of permission marketing are incredibly valuable to everyone involved in media today. -- (Robert Tercek, SVP Digital Media, Sony Pictures Entertainment) —Robert Tercek
Permission Marketing is a testament to Godin's profound grasp of digital marketing. “Interruption Marketers” everywhere would do well to read this book. -- (Mark Kwamme, CEO, CKS Group) —Mark Kwamme
Finally, here's a measurable method for marketing in a world filled with clutter. -- (Eric Hippeau, Chaiman, Ziff Davis Inc.) —Eric Hippeau
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Permission Marketing: Turning Strangers into Friends, and Friends into Customers , by Seth Godin
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