The current executive VP at Yahoo! introduces a new marketing concept where a business obtains a customer's "permission" to receive an advertising message, thus inviting them to learn more about the product, while eliminating resistance, creating trust, and building brand awareness. Read by the author. Explains how marketing specialists can shape messages to promote a willing acceptance by consumers and offers advice on how to enhance marketing effectiveness by building long-term relationships with customers, creating trust, and building brand awareness.
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