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本文介绍了一种较为新颖的营销方法——许可营销，即permission Marketing。许可营销是由营销专家赛斯·高汀（Seth Godin）在《许可营销》一书中正式提出的概念，企业在推广其产品或服务的时候，事先征得顾客的“许可”。得到潜在顾客许可之后，通过E-mail的方式向顾客发送产品/服务信息，因此，许可营销也就是许可E-mail营销。Seth Godin把吸引顾客的注意到许可形象地比喻为约会，从陌生人到朋友，再到终生用户。作者对许可营销的主要步骤：引起兴趣——提供部分服务——激励措施——获得许可——忠诚顾客，进行阐述介绍，分析了许可营销的优劣之处，最后以Netbank网络银行的例子，阐述这一营销方法的实际应用。

Godin presents Permission Marketing as a solution to what he terms the 'Attention Crisis' marketing professionals face today. Although technology has created many new mediums that can be utilized to market products, it has also immensely increased the number of outlets vying for our attention. Compared to years ago when there were only a handful of networks and a small number of newspapers and periodicals, today we can select from 282 channels and more. The large number of choices imposed on a finite quantity of time means that consumers are willing to spend less and less time paying attention to marketing.

Technology has also allowed customers to steadily increased their standards to expect the highest quality product no matter what they purchase. This means that consumers no longer have to invest nearly as much time investigating what products will meet their needs because all are expected to.

Current methods of marketing, Godin shows, involve breaking through the clutter to try and gain the customer's attention for a short period of time. 'Interruption Marketing' breaks into your dinner in the form of a cold call or occupies the space right after a TV writer cleverly markets his own show and entices you to continue watching it with a cliffhanger. Commercials become ever more glamorous and expensive to produce because there are so many different products, solutions to problems, competing for the finite resource of time. The only problem is that the more consumers are marketed to, the less they pay attention to it on the whole.

Permission marketing takes into account the value that consumers place on their time in concentrating on reaching the customer with a message that is anticipated, personal, and relevant. Anticipated, because the customer has 'volunteered' to be marketed to and looks forward to your contact. The message should be personal, catering to the individual. In order本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。