Top critical review
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A disappointing repackage of old concepts.
on May 4, 1999
This book was a disappointment. If you know the concepts behind either targeted advertising or relationship marketing, then this book is a waste of time to read. Basically this 'Permission Marketing' is a repackage of old concepts using new words and adding case studies. It is nothing new to apply targeted advertising concepts to the web, that is what is already being done. Sure not everyone is doing it, but then again, not everyone thinks customers are important either. Renaming the old concepts to 'permission marketing' does not change the fact that there really is not much of anything new here unless you were born yesterday or don't keep current reading any of the many online business magazines. After the disappointed read of this book, I came to question the online reviews that claim the author as an expert. Checking further I find books by the same name author who acording to the list in Amazon has books on subjects such as Poker, Backyard Gardening, Disneyworld, Golf, Traveling, Super Crossword Puzzles, Insurance, and Trivia Challenge. That explains some of the disappointment, maybe, but I guess that does not mean that you can't write a good book on marketing. But then again, maybe it does... In any case, before you spend the money, I suggest you go to your local bookstore and check out this book in person.