Permission Marketing: Turning Strangers into Friends and Friends into Customers

Description

Cover; Title Page; Copyright Page; Dedication 1; Dedication 2; Contents; Foreword; Introduction; One The Marketing Crisis That Money Won't Solve; Two Permission Marketing-The Way to Make Advertising Work Again; Three The Evolution of Mass Advertising; Four Getting Started-Focus on Share of Customer, Not Market Share; Five How Frequency Builds Trust and Permission Facilitates Frequency; Six The Five Levels of Permission; Seven Working with Permission as a Commodity; Eight Everything You Know About Marketing on the Web Is Wrong!; Nine Permission Marketing in the Context of the Web Cover Title Page Copyright Page Dedication 1 Dedication 2 Contents Foreword Introduction One The Marketing Crisis That Money Won't Solve Two Permission Marketing-The Way to Make Advertising Work Again Three The Evolution of Mass Advertising Four Getting Started-Focus on Share of Customer, Not Market Share Five How Frequency Builds Trust and Permission Facilitates Frequency Six The Five Levels of Permission Seven Working with Permission as a Commodity Eight Everything You Know About Marketing on the Web Is Wrong! Nine Permission Marketing in the Context of the Web Ten Case StudiesEleven How to Evaluate a Permission Marketing Program Twelve The Permission FAQ Acknowledgments Index