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Extended Audio Sample Permission Marketing: Turning Strangers into Friends, and Friends into  Customers, by Seth Godin Click for printable size audiobook cover
3 out of 53 out of 53 out of 53 out of 53 out of 5 3.00 (3,621 ratings) (rate this audio book) Author: Seth Godin Narrator: Seth Godin Publisher: Simon & Schuster Audio Format: Abridged Audiobook Delivery: Instant Download Audio Length: Release Date: August 1999 ISBN: 9780743519953
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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. In his groundbreaking audiobook, Godin describes the four tests of Permission Marketing:
* 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?
* Do you have a permission database? Do you track the number of people who have given you permission to communicate with them?
* 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?
* 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. Download and start listening now!

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Quotes & Awards

  • “Seth Godin is the ultimate entrepreneur for the Information Age.”

    Business Week

  • “Godin and his colleagues are working to persuade some of the most powerful companies in the world to reinvent how they relate to their customers. His argument is as stark as it is radical: Advertising just doesn't work as well as it used to-in part because there's so much of it, in part because people have learned to ignore it, in part because the rise of the Net means that companies can go beyond it.”

    William C. Taylor, Founding Editor, Fast Company

  • “Seth Godin moves to the front ranks of Internet Marketing Gurus with this masterful book. It's trite to say it, but this is a real "must read.”

    Tom Peters, author of The Little Big Things: You

  • “The principles of permission marketing are incredibly valuable to everyone
    involved in media today.”

    Robert Tercek, SVP Digital Media, Sony Pictures Entertainment

  • “Advertisers are going to have to learn how to deliver messages with
    frequency and low cost if they are to cope with the increasing competition
    for the consumer's attention. Seth Godin's Permission Marketing is a big
    idea.”

    Lester Wunderman, chairman-emeritus of Wunderman Cato Johnson

  • Permission Marketing is a testament to Godin's profound grasp of digital marketing. 'Interruption Marketers' everywhere would do well to read this book.”

    Mark Kwamme, CEO, CKS Group

Listener Opinions

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Stephen | 2/9/2014

    " Read APR 2002 "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Jeff Forester | 2/8/2014

    " I like this, being into the business myself that is one of the things that make good relations with others "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Fabusina | 2/6/2014

    " Listened to this on dvd (for work). A good read if you're in a marketing/advertising related field, otherwise, too narrow in focus. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Tim Cigelske | 12/26/2013

    " Surprisingly relevant even though it deals heavily with internet marketing and is nearly 10 years old. Many of the examples sound dated (CompuServ, Prodigy, etc.) but most of the predictions about how people use the web came true. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Mark Matlock | 12/12/2013

    " The companies who call me as I sit down to dinner need to read this. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Lynn Lipinski | 12/7/2013

    " The concept of permission marketing turns advertising on its head. The underlying idea is that you should woo, date and protect your customers rather than rely on mass advertising to make sales. It is a broad concept, and it is only at the end that Godin acknowledges that the strategy may not work for all types of products. I agree with his premise that the customer should be considered intelligent and valuable; and I do think reading it was worthwhile. The book does, however, seem a little dated; Godin writes about the limitations of search engines and banner ads, which Google has pretty much neutralized since the writing of this book. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Marc Brackett | 11/20/2013

    " The concept is more valid than ever, but it's outdated. Perhaps 1/4 to a 1/3 of the book needs to be trimmed as it is either dead or ancient history. He has a number of videos out there that do a really good job of describing what this book is all about. Still have to say though the book is solid and his approach makes even more sense now than ever. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Ron | 10/23/2013

    " Written in 1999, some of his more recent books would be a better read since some of this material is dated. For example, AltaVista is referenced as a search engine and not a word about Google. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Antonius | 10/10/2013

    " Great book. With lots of examples. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Nura Yusof | 10/1/2013

    " Excellent....visionary....a must-read for any marketer. A path to the future. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Crissy Faita | 9/20/2013

    " besides the parts related to the palm pilot that made me think that it could be missing some insight in 2013, I learned so much from this book. THanks again Seth Godin! Always a pleasure to read, listen and learn from you. "

  • 2 out of 52 out of 52 out of 52 out of 52 out of 5 Faz | 8/10/2013

    " Should've read this one first, shouldn't I? Well, sometimes I don't do sequences. I saw it on the library shelf so I brought it home. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Blazenko Drmic | 7/4/2013

    " An excellent book on the ways and actions within marketing. The book can also serve as self-help in the work of individual organizations. Improvement can be easily replaced through communication and action projkete. The book is clear and concise. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Kristen | 6/25/2013

    " While a bit older and some of the items are a bit dated, this book probably shifted my views about customer service and marketing even further towards Seth's view of the world. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Damla Kaan | 5/14/2013

    " He said that if you wanna be different from other brands, just take custormers' permission for marketing, advertising... "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Barry Tikkanen | 1/24/2013

    " A good introduction to the problems with modern my marketing, and proposes some promising solutions. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Manol Trendafilov | 10/21/2012

    " Must read marketing guide for new marketers! "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Jessie | 8/14/2012

    " Some great ideas, and comprehensively presented with illustrative examples. An inspiration. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Bruce Flanagan | 7/3/2012

    " Everyone in Biz needs to read this book "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Wendi Mitchell | 6/6/2012

    " I still feel Purple Cow was the better of Godin's books that I've read to date. Permission Marketing and Ideavirus seem to be extensions of the first book, so not nearly as neath or fun to read. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Thomas Gallagher | 4/24/2012

    " A groundbreaking shift in 1999, I constantly substituted today's social media influence for long deceased online services. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Mehmet Ali | 2/14/2012

    " seth godin sees the future. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 M | 1/18/2012

    " This book had too much padding, but it did make valid points with the information itself. It goes really well as a companion to Nichecraft. "

  • 2 out of 52 out of 52 out of 52 out of 52 out of 5 Bryan | 10/5/2011

    " I didn't finish it. It didn't have a lot of substance and seemed to focus on the internet which isn't really inline with my curret sales and marketing efforts. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Johnny | 8/2/2011

    " classic book - started a new wave of marketing "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Kayla | 7/24/2011

    " Interesting book about permission marketing rather than interruption marketing. Only negative was that some material was a little outdated. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Mark | 7/7/2011

    " great marketing book with some great tips "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Bruce | 3/5/2011

    " Everyone in Biz needs to read this book "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Missjgray | 8/15/2010

    " Good book, readable, well organized. I've been reading Seth's blog for a few years now and other books on "new business practices" so not much of this book seemed fresh. Ground breaking in it's day, but 10 years later, it falls a bit flat. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Luis | 7/31/2010

    " Me gusta la forma en que explica y los ejemplos, muy recomendable para todos los que quieren o estan haciendo publicidad en Internet o de forma tradicional, pero creo que se beneficiaran mas los que estan en la parte de redes sociales y e-marketing "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Mitch | 7/13/2010

    " Permission Marketing was ahead of its time! Seth had a terrific vision for this work, as we are living, today, in a "grant permission to market to me" world. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Mark | 5/1/2010

    " great marketing book with some great tips "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Jeff | 3/9/2010

    " I like this, being into the business myself that is one of the things that make good relations with others "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Jessie | 11/26/2009

    " Some great ideas, and comprehensively presented with illustrative examples. An inspiration. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Dharmashanti | 10/6/2009

    " Even after 10 years, there is so much to learn from this book about how to engage with customers so that they feel respected and become part of your unofficial marketing team, as well as loyal customers. "

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