Permission Marketing : Strangers into Friends into Customers (Hardcover)

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