Abstract
It sounds like something you would tell your teenage daughter, doesn't it? But since Seth Godin invented the phrase ‘permission marketing’, it has become the Holy Grail of e-marketing. The theory is that all you need to do is get people to agree to receive your e-mail (to ‘opt-in’), and then you can market to them happily ever after. In practice, it is a lot more complicated, and even dangerous to your brand and your company, and that is what I would like to explore in this paper.
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Rosenspan, A. Opinion Piece: Permission is not enough. J Direct Data Digit Mark Pract 2, 215–218 (2001). https://doi.org/10.1057/palgrave.im.4340091
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DOI: https://doi.org/10.1057/palgrave.im.4340091