PERMISSION MARKETING – THE HOPE AND HYPE OF ELECTRONIC MARKETING

Courtesy is the gift of treating others with warmth and respect. It means according dignity to people by being considerate, responsive, and kind in our dealings with them. This must have been well understood by marketing professional and hence came the term ‘Permission Marketing’. Due to the increase in the advancement of information technology, all the smart business companies around the world now practice advance technology and innovative techniques to persuade the behavior of consumers. Permission marketing is an approach to selling goods and services in which a prospect explicitly agrees in advance to receive marketing information of their choice. Advocates of permission marketing argue that it is effective because the prospect is more receptive to a message that has been requested in advance and more cost-efficient because the prospect is already identified and targeted. In a world of information overload, automated telemarketing, and spam, most people welcome the idea of permission marketing. This paper is an effort to critically analyse the concept and its relationship to existing ideas in the marketing literature, secondly, it presents the existing models of permission marketing commonly used for implementation of this strategy. The next part deals with various types of permission and the concept of permission intensity, which is seen as a key differentiator among various models. Finally, an effort had been made to analyse the conceptual cost-benefit framework through a study.