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Permission Marketing: Turning Strangers into Friends, and Friends into Customers

Permission Marketing: Turning Strangers into Friends, and Friends into Customers

Written by Seth Godin

Narrated by Seth Godin


Permission Marketing: Turning Strangers into Friends, and Friends into Customers

Written by Seth Godin

Narrated by Seth Godin

ratings:
4.5/5 (172 ratings)
Length:
2 hours
Released:
Aug 1, 1999
ISBN:
9780743519953
Format:
Audiobook

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Also available as ebookEbook

Also available as...

Also available as ebookEbook

Editor's Note

An innovator’s delight…

Blogger and bestselling author Godin is at his informative best in this early work that serves as the cornerstone of not only his, but many other famed founders entrepreneurial empires.

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. 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 how marketers are already profiting from this key new approach in all forms of media.
Released:
Aug 1, 1999
ISBN:
9780743519953
Format:
Audiobook

Also available as...

Also available as ebookEbook

About the author

Seth Godin, 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. Recognized 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. Godin 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. Godin is the author and co-author of a number of top-selling business books, including E-Marketing, the first book ever published on how to do business online; The Guerilla Marketing Handbook, part of the best-selling Guerilla Marketing series; The Information Please Business Almanacm, a ground-breaking business reference book; and Permission Marketing: Turning Strangers into Freinds, and Friends into Customers.


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Reviews

What people think about Permission Marketing

4.3
172 ratings / 15 Reviews
What did you think?
Rating: 0 out of 5 stars

Reader reviews

  • (5/5)
    Good and great content, combines what An efecttive comunication campaing should have
  • (4/5)
    Instructional steps/actions to take. Analogy of marketing to dating was nice.
  • (4/5)
    Some of the examples are outdated, but a classic from one of the greats. The underlying message is still relevant and it’s a short read.
  • (3/5)
    There are some solid principals in this book, but the references and context are most certainly outdated for today’s marketing environment. That said. It’s a quick read for the principals alone.
  • (5/5)
    This book is useful because it comes from the experience of the author not his only his opinions.
  • (5/5)
    Whoa, thia book has been written in 2000 but its content is very appliable and phenomenal
  • (5/5)
    This is a very interesting analysis and assessment. It explains in very plain language how, by creating opportunity to buy in, obtaining permission, leads to a more loyal customer. It's about establishing and maintaining trust.
  • (4/5)
    A little dated now but funny listening to it. There are several other authors using these ideas as their own now.
  • (4/5)
    Incontournable pour les entrepreneurs, travailleurs autonomes et consultants qui ont besoin de plateformes web performantes et efficaces !
  • (5/5)
    Les bases de ce qui est enseigné aujourd'hui en Marketing digital. Seth Godin est précurseur dans bien des domaines, à lire !
  • (5/5)
    This book should be renamed to:
    HOW TO CREATE A MARKETING STRATEGY

    Seth Godin is one today’s top thought leaders driving the world of Marketing/Branding. His book permission marketing provides an in-depth rundown of the concepts overarching goal, the metrics that define the outcome, and the processes that go into building out a permission marketing campaign, and the individual tasks required. At each step in the providing real world examples of permission based campaigns and how they compare to the various methods that could used instead.
  • (2/5)

    1 person found this helpful

    this was a good book in the past, now is not present/future oriented anymore. old news.

    1 person found this helpful

  • (4/5)
    Very well explained the concept. A bit short - missing information about implementation details.
  • (1/5)
    Awesome book! Easy to comprehend and implement useful things. Nothing extraordinary, but extremely useful tips and explanations. Good listening experience. It differs from the actual book. It's been shortened. Only cream of the crop was left.
  • (4/5)

    1 person found this helpful

    Explains his concepts best in this must read. Great insight into Amazon & Yahoo. Brilliant insight into building a relationship with the customer. Great info on Opt-in email from a management standpoint. I believe this is Seth Godin's best book. Good information on how to educate your customer. I re- read this book this book all the time.

    1 person found this helpful