Permission marketing

Includes case studies and index. TOC: -- 1. The marketing crisis that money won't solve-- 2. Permission marketing-the way to make advertising work again-- 3. The evolution of mass advertising-- 4. Getting started-focus on share of customer, not market share-- 5. How frequency builds trust and permission facilitates frequency-- 6. The five levels of permission-- 7. Working with permission as a commodity-- 8. Everything you know about marketing on the web is wrong!-- 9. Permission marketing in the context of the web-- 10. Case studies-- 11. How to evaluate a permission marketing program-- 12. The permission FAQ.--

Whether it is the TV commercial that breaks into our favourite programme or the telemarketing phone call that disrupts a family meal, traditional advertising is based on the hope of snaring 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 voluntarily accept advertising. Now the Internet pioneer who has dramatically improved marketing effectiveness in media introduces a fundamentally different way of thinking about advertising products and services. By reaching out to only those individuals who have expressed 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.