- Tapa blanda: 228 páginas
- Editor: Simon + Schuster UK; Edición: New Ed (1 de diciembre de 2006)
- Idioma: Inglés
- ISBN-10: 1416526668
- ISBN-13: 978-1416526667
- Valoración media de los clientes: Sé el primero en opinar sobre este producto
- Clasificación en los más vendidos de Amazon: nº72.072 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
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Permission Marketing: Turning Strangers into Friends and Friends into Customers (Inglés) Tapa blanda – dic 2006
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Reseña del editor
Whether it is the TV commercial that breaks into our favourite programme or the telemarketing phone call that disrupts a family meal, traditional advertising is based on the hope of snaring 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 voluntarily accept advertising. Now the Internet pioneer who has dramatically improved marketing effectiveness in media introduces a fundamentally different way of thinking about advertising products and services. By reaching out to only those individuals who have expressed 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.
Biografía del autor
Seth Godin was founder and CEO of Yoyodyne, the leading interactive marketing company, which Yahoo! acquired in 1998. He was Vice President of Direct Marketing at Yahoo! until he left to lecture full time. He is the author of several bestselling books including the classic PERMISSION MARKETING, SURVIVAL IS NOT ENOUGH, UNLEASHING THE IDEA VIRUS, PURPLE COW and ALL MARKETERS ARE LIARS.
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What was in this book that I never happened to come across is the levels of permission. Even if you've been building an audience and marketing internally, You should get a copy of the book for what it says about the different permission levels.
Banners and pop-ups are still with us.
However the basic concept is still valid. I've read many reviews where people complain about Godin not writing anything "new", that the whole permission marketing idea is thousands years old - as he himself points out a few times in the book, it was the norm until about a 100 years ago -, and this is all intuitive, nothing new there.
But if it is intuitive and so well known, why don't people use it?
The concept is well explained - some would say, repetitive, but those who complain about it forget that he wrote a lot about frequency in his book -, there are 22 short case studies showing different aspects of the concept of permission marketing - including a fledgling amazon.com, just trying to be a successful online bookstore in the shadow of Barnes & Noble.
Yes, it contains a lot of self-evident ideas (short term profit kills off long term profit), but looking around I think self-evident ideas have to be pointed out, because people always forget them, and yes, it can be a bit repetitive at times - how many times did you solve very similar equations in calculus class until you learned how to do it? -, but this is not a novel. It is book that intends to get a message through.
Anyway, I say read it. It won't hurt. :)