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From Amazon
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
From Publishers Weekly
Copyright 1999 Reed Business Information, Inc. --This text refers to the Audio Cassette edition.
IT'S NOT YOUR FAULT. Read the first page
Concordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most helpful customer reviews
5 of 5 people found the following review helpful
1.0 out of 5 stars
OUCH!,
This review is from: Permission Marketing: Turning Strangers Into Friends And Friends Into Customers (Audio Cassette)
I read fifty or more books a year, one-third of them about marketing. That is what I do for a living. This book is, by far, the worst material I've ever slogged through. This book is 200 pages of poorly supported examples, contradictions, hyperbole, and erroneous conclusions. For example: Ivory soap, made with coconut oil, was a smashing success; coconut oil was in limited supply so Proctor and Gamble scrambled for four years to create a new product that would use MORE coconut oil as a solution to the limited supply problem! Uh, what did I miss?The book is rife with such statements as: Cadillac buyers being "a tough to reach audience." Ever consider automobile registration data bases? The names and addresses can be had for pennies each. What's "tough to reach" about pennies? Seth Godin proposes "interruption" marketing is destined for failure. It probably is. He says it doesn't work anymore and that's why American car-makers can't sell cars. Uh. I thought they were selling a lot of them. He says their interruption advertising doesn't work. Americans buy more American-made cars per capita than any nation buys any car per capita. The audience is hooked on new cars. That's a failure? I am tempted to go on and on with more than one hundred examples of conclusions that are not supported by the facts. I won't. Just one more. Seth says Internet banners don't work. Okay, I agree. How did Seth build his company, Yoyodyne? "1. Attract target customers with banner ads promising a great prize. Interested consumers get more information by clicking on the banner, which takes them to a registration page." And that paragraph (about interruption advertising) is in the chapter on case studies showing how permission marketing works! The funny thing is that permission marketing works. It's an old concept, been with us for thousands of years. This book presents nothing new, nothing informative, certainly nothing to take back to the office. There is no meat to this sizzle. Permission Marketing got my permission through my purchase of the book. Seth Godin then abused me for three hours. It's the last time he'll get my permission. It should be sufficient to say, if you can read, don't bother to read this book.
1 of 1 people found the following review helpful
1.0 out of 5 stars
Dead solid wrong,
By Kit Kat (Knee deep in silage, somewhere in Illinois) - See all my reviews
This review is from: Permission Marketing: Turning Strangers Into Friends And Friends Into Customers (Hardcover)
The suggestion that the old is out and the new, permission marketing, is in has been so thoroughly disproved by actual experience that it's reasonable to ask, just why does anyone believe there is anything behind that screen that a little tiny man pretending to be the Wizard?A few marketers tried to implement these ideas and found they had offended far more people than traditional advertisers ever had. For that reason, this books ranks with books touting Day Trading as the route to riches. No, never: nonsense. I couldn't even bear to offer this to a used bookstore. Instead, we used it as kindling for a fire. Expensive, but the result was good, and perhaps better than a PrestoLog.
1 of 1 people found the following review helpful
2.0 out of 5 stars
No news,
By A Customer
This review is from: Permission Marketing: Turning Strangers Into Friends And Friends Into Customers (Hardcover)
While Godin does a good job retelling an old story about properly targeting, utilizing appropriate messaging and benefiting from modern (post-internet) media, it is not new. Some of his retelling is convoluted in endless metaphores. And, as this book was written before 9/11 and the dot-bomb, much of it is out-of-date and of reduced relevance. There are more helpful and current books out there about internet and other direct-marketing topics.
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