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Product Details
Simon & Schuster Audio, August 1999
Abridged Audio Download
ISBN-10: 0743519957
ISBN-13: 9780743519953
Read an excerpt:
Table of Contents
CONTENTS
Foreword by Don Peppers
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 Studies
ELEVEN How to Evaluate a Permission Marketing Program
TWELVE The Permission FAQ
Acknowledgments
Index
Next: Chapter 1
