Permission Marketing: Turning Strangers into Friends and Friends into Customers
by Seth Godin
Touchstone | June 30, 2001 | Trade Paperback
Seth Godin takes the concept of one-to-one marketing to the next level in this exciting introduction to "permission marketing" -- a dynamic new technique that encourages consumers to seek out information and allows businesses to direct their efforts in the most efficient and effective way. Drawing on his own experiences as founder and president of Yoyodyne -- the first company to create promotions and direct mail campaigns on-line -- and on the success stories of companies like American Airlines and Amazon.com, Godin shows that permission marketing breaks through consumer resistance, creates trust, builds brand awareness, and greatly improves the chances of a sale.
Permission Marketing explains how any company -- whether or not they use the Internet -- can take advantage of innovative methods to:
-- Establish a database of customers (and potential customers) and get vital messages to the right people in a timely way
-- Develop marketing materials that give consumers the information they need -- and the incentive to buy
-- Grasp every opportunity to increase communications and build a strong, on-going relationship with cust