The man Business Week calls "the ultimate entrepreneur tor the information age" explains "Permission Marketing" - the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it.

Instead of annoying potential customers by interrupting their most coveted commodity-time-Permission Marketing offers consumers incentives to accept advertising voluntarily.
• 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?

In Permission Marketing, Godin demonstrates how marketers are already profiting from this key new approach in ail forms of media.

To date, I've read a bunch of key books on the subject of new effective communication, builiding and nurturing relationships, which is what every successful business should be doing...and this is without doubt a very useful and profitable guide for any one wanting to take their business to the next level.