Permission Marketing

Permission Marketing

Turning Strangers Into Friends and Friends Into Customers

By Seth Godin; Don Peppers (Foreword by); Don Peppers (Adapted by)

Simon & Schuster, Hardcover, 9780684856360, 256pp.

Publication Date: May 6, 1999

Description
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. 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.


About the Author
Seth Godin is the author of eighteen international bestsellers including Purple Cow and Tribes that have changed the way people think about marketing, leadership, change, and the way ideas spread. He founded Yoyodyne and Squidoo, is a successful (and unsuccessful) entrepreneur, and is a very popular lecturer. He publishes inspiration daily on his blog, consistently ranked as one of the one hundred most popular in the world.

Don Peppers and Martha Rogers, Ph.D., are the founding partners of Peppers & Rogers Group and 1to1(r) Media, the world s premier customer-focused consultancy and award-winning publishing company, now part of Carlson Marketing Worldwide. In addition to hundreds of trade and academic articles appearing in publications including Harvard Business Review, they are the coauthors of the bestselling 1to1 series of business books, available in 17 languages. In addition, they have written a comprehensive graduate-level textbook, Managing Customer Relationships. Their most recent book was the highly-successful Return on Customer, challenging companies to measure business success entirely differently, and documenting the customer base as a revenue-producing asset for businesses, capable of driving a company s long-term economic worth. Peppers and Rogers have been cited on numerous lists of thought leaders and business gurus, and serve on several boards.

Don Peppers and Martha Rogers, Ph.D., are the founding partners of Peppers & Rogers Group and 1to1(r) Media, the world s premier customer-focused consultancy and award-winning publishing company, now part of Carlson Marketing Worldwide. In addition to hundreds of trade and academic articles appearing in publications including Harvard Business Review, they are the coauthors of the bestselling 1to1 series of business books, available in 17 languages. In addition, they have written a comprehensive graduate-level textbook, Managing Customer Relationships. Their most recent book was the highly-successful Return on Customer, challenging companies to measure business success entirely differently, and documenting the customer base as a revenue-producing asset for businesses, capable of driving a company s long-term economic worth. Peppers and Rogers have been cited on numerous lists of thought leaders and business gurus, and serve on several boards.


Praise For Permission Marketing

Tom Peters


Seth Godin moves to the front ranks of Internet Marketing Gurus with this masterful book. It's trite to say it, but this is a real "must read."


Business Week


Seth Godin is the ultimate entrepreneur for the Information Age.


Robert Tercek
Senior Vice-President, Sony Pictures Entertainment

The principles of Permission Marketing are incredibly valuable to everyone involved in media today.


Lester Wunderman
Chairman-Emeritus of Wunderman Cato Johnson, the largest direct-marketing firm in the world; author of Being Direct.

Advertisers are going to have to learn how to deliver messages with frequency and low cost if they are to cope with the increasing competition for the consumer's attention. Seth Godin's Permission Marketing is a big idea.


William C. Taylor
Founding Editor, Fast Company

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.


Mark Kwamme
CEO, CKS Group

Permission Marketing is a testament to Godin's profound grasp of digital marketing. "Interruption Marketers" everywhere would do well to read this book.


Eric Hippeau
Chaiman, Ziff-Davis, Inc.

Finally, here's a measurable method for marketing in a world filled with clutter.