Read Permission Marketing: Turning Strangers Into Friends And Friends Into Customers by Seth Godin Free Online
Book Title: Permission Marketing: Turning Strangers Into Friends And Friends Into Customers|
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The author of the book: Seth Godin
Edition: Sound Ideas
Date of issue: August 1st 1999
ISBN 13: 9780671046422
Format files: PDF
The size of the: 4.13 MB
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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. In his groundbreaking audiobook, Godin describes the four tests of Permission Marketing:
* 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?
* Do you have a permission database? Do you track the number of people who have given you permission to communicate with them?
* 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 your products?
* 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 howmarketers are already profiting from this key new approach in all forms of media.
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Read information about the authorSeth Godin is a bestselling author, entrepreneur and agent of change.
Godin is author of ten books that have been bestsellers around the world, and he is also a renowned speaker. He was recently chosen as one of 21 Speakers for the Next Century by Successful Meetings and is consistently rated among the very best speakers by the audiences he addresses.
Seth was founder and CEO of Yoyodyne, the industry's leading interactive direct marketing company, which Yahoo! acquired in late 1998.
He holds an MBA from Stanford, and was called "the Ultimate Entrepreneur for the Information Age" by Business Week.