Permission Marketing

出版者:Simon & Schuster

作者:Seth Godin

页数:256

出版时间:1999-5-6

价格:USD 26.00

装帧:Hardcover

isbn号码:9780684856360

图书标签:市场营销Marketing商业SethGodin营销管理经济社会

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. By reaching out only to those individuals who have signaled an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness -- and greatly improve the chances of making a sale. In his groundbreaking book, Godin describes the four tests of Permission Marketing: 1. 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? 2. Do you have a permission database? Do you track the number of people who have given you permission to communicate with them? 3. 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? 4. 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.

读后感

越需要收入增长，越依赖广告(这里指interruption marketing), 用户接受的噪音成倍增涨的年代，广告的roi越来越低，死循环。 Permission Marketing，先用interruption marketing把用户导入opt-in email marketing，赠送用户关注的试用服务，换用户信息和继续直投信息的许可。...  

make your message: anticipated, personal, relevant 这本书已经12年老了，但是个人觉得是seth godin写的最好的一本了，起码还是有点内容的。当然这么多年以来后面又有更多的人写了更多的内容，但是在当时dot com bubble盛行，网络热潮才刚刚兴起的时候，他能看到那么远，还...

make your message: anticipated, personal, relevant 这本书已经12年老了，但是个人觉得是seth godin写的最好的一本了，起码还是有点内容的。当然这么多年以来后面又有更多的人写了更多的内容，但是在当时dot com bubble盛行，网络热潮才刚刚兴起的时候，他能看到那么远，还...

make your message: anticipated, personal, relevant 这本书已经12年老了，但是个人觉得是seth godin写的最好的一本了，起码还是有点内容的。当然这么多年以来后面又有更多的人写了更多的内容，但是在当时dot com bubble盛行，网络热潮才刚刚兴起的时候，他能看到那么远，还...

make your message: anticipated, personal, relevant 这本书已经12年老了，但是个人觉得是seth godin写的最好的一本了，起码还是有点内容的。当然这么多年以来后面又有更多的人写了更多的内容，但是在当时dot com bubble盛行，网络热潮才刚刚兴起的时候，他能看到那么远，还...

用户评价

感觉说了一堆废话....什么跟客户建立信任关系啦什么让客户自己拥有选择权啦，具体该怎么做没提

读起来感觉跟我大哥钓鱼的方法差不多

越来越喜欢Seth Godin 的思维方式

写得太烂，看了六分之一还没看到任何重点。

读起来感觉跟我大哥钓鱼的方法差不多