{"product_id":"permission-marketing-turning-strangers-into-friends-and-friends-into-customers-hardcover","title":"Permission Marketing: Turning Strangers Into Friends and Friends Into Customers - Hardcover","description":"\u003cp\u003eby \u003cb\u003eSeth Godin\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003cb\u003eThe man \u003ci\u003eBusiness Week\u003c\/i\u003e 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.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eWhether 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. \u003cp\u003e\u003c\/p\u003e Instead of annoying potential customers by interrupting their most coveted commodity--time--\u003ci\u003ePermission Marketing\u003c\/i\u003e 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, \u003ci\u003e Permission Marketing\u003c\/i\u003e enables companies to develop long-term relationships with customers, create trust, build brand awareness -- and greatly improve the chances of making a sale.\u003ch3\u003eFront Jacket\u003c\/h3\u003e\u003cp\u003eThe 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.\u003c\/p\u003e\u003cp\u003eWhether 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.\u003c\/p\u003e\u003cp\u003eInstead 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.\u003c\/p\u003e\u003cp\u003eIn his groundbreaking book, Godin describes the four tests of Permission Marketing: \u003c\/p\u003e\u003cp\u003e1. 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?\u003c\/p\u003e\u003cp\u003e2. Do you have a permission database? Do you track the number of people who have given you permission to communicate with them?\u003c\/p\u003e\u003cp\u003e3. 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 yourproducts?\u003c\/p\u003e\u003cp\u003e4. Once people become customers, do you work to deepen your permission to communicate with those people?\u003c\/p\u003e\u003cp\u003eAnd in numerous informative case studies, including American Airlines' frequent-flier program, Amazon.com, and Yahoo!, Godin demonstrates how marketers are already profiting from this key new approach in all forms of media.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003cb\u003eSeth Godin, \u003c\/b\u003e Vice-President, Direct Marketing, Yahoo! Inc., is responsible for Yahoo!'s direct marketing, permission marketing and Internet promotions. Godin joined Yahoo! in 1998 from Yoyodyne, where he served as president and CEO. Yahoo! acquired Yoyodyne, a recognized leader in Internet-based interactive direct marketing, last year.\u003cbr\u003eRecognized as the pioneer of Permission Marketing, Godin is a sought-after speaker on the conference circuit, having presented at the Direct Marketing Association's annual conference, Jupiter events, and ICE, as well as international marketing forums. Last year, Godin was one of the highest ranked speakers, among 403 presenters at Internet World. He is a featured speaker at Fall, Spring and Summer I-Worlds. Godin is also the recipient of the 1998 Momentum Award, honoring outstanding Internet industry accomplishments.\u003cbr\u003eGodin received an M.B.A. from Stanford Business School in 1984. Prior to graduating from Tufts University in 1982 with a degree in both Computer Science and Philosophy, Godin co-founded and ran one of the largest student-run businesses in the coutnry. From 1983 to 1986 he worked as a brand manager at Spinnaker Software, where he led the team that developed the first generation of multimedia products, working with such forward-thinkers as Arthur C. Clarke and Michael Crichton. He managed 40 engineers and introduced more than 60 software and video products to the marketplace.\u003cbr\u003eGodin is the author and co-author of a number of top-selling business books, including \u003ci\u003eE-Marketing, \u003c\/i\u003e the first book ever published on how to do business online; \u003ci\u003eThe Guerilla Marketing Handbook, \u003c\/i\u003e part of the best-selling \u003ci\u003eGuerilla Marketing\u003c\/i\u003e series; \u003ci\u003eThe Information Please Business Almanacm, \u003c\/i\u003e a ground-breaking business reference book; and \u003ci\u003ePermission Marketing: Turning Strangers into Freinds, and Friends into Customers.\u003c\/i\u003e\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 256\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.97 x 7.72 x 5.78 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e May 06, 1999\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":51756928827680,"sku":"9780684856360","price":28.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0974\/9764\/5344\/files\/a5564aeeac425bc908afc3f3e0ec7443.webp?v=1780089452","url":"https:\/\/ebocreations.com\/products\/permission-marketing-turning-strangers-into-friends-and-friends-into-customers-hardcover","provider":"The E-Book Oasis LLC","version":"1.0","type":"link"}