Permission Marketing: Turning Strangers into Friends and Friends into Customers - Hardcover

Godin knows his stuff. He created Internet marketer Yoyodyne and sold it in 1998 to Yahoo!, where he is a vice president. Godin delves into the strategies of several companies that successfully practice permission marketing, including Amazon.com, American Airlines, Bell Atlantic, and American Express. Permission marketing works best on the Internet, he writes, because the medium eliminates costs such as envelopes, printing, and stamps. Instead of advertising with a plain banner ad on the Internet, you should focus on discovering the customer's problem and getting permission to follow up with e-mail, he writes. Permission Marketing is an important and valuable book for businesses seeking better results from their advertising. --Dan Ring

"The principles of permission marketing are incredibly valuable to everyone
involved in media today."
* Robert Tercek, SVP Digital Media, Sony Pictures Entertainment

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

"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."
* William C. Taylor, Founding Editor, Fast Company

"Permission Marketing is a testament to Godin's profound grasp of digital
marketing. 'Interruption Marketers' everywhere would do well to read this
book."
* Mark Kwamme, CEO, CKS Group

"Finally, here's a measurable method for marketing in a world filled with
clutter."
* Eric Hippeau, Chaiman, Ziff Davis Inc