According to Godin (1999), permission marketingis marketing in which the customer (or prospect):
clearly consents to having an online relationship with a company; is able to state clear preferences for the type, frequency and context of those communications;
has a high degree of control over the relationship: ‘As new forms of media develop and clutter becomes ever […]
So, buying the necessary technology to conduct permission marketing campaigns is merely the starting point. The costs become much greater when the challenges of managing the entire process effectively are factored in. For example, consider the cross-functional journey of an email relationship:
A customer may register on a Web site, perhaps to receive a copy of […]
In Japan, most business people have to commute every day and will spend a good part of their working days in densha or chikatetsu, the Japanese public transport system. As a result, mobile communication devices such as PHSs (Personal Handyphone System), mobile phones and pagers have become very popular and are being supplied in a […]
Leung and Antypas (2001) note how the current mobile landscape resembles the first-generation Internet in the mid-1990s in terms of the key business challenges:
Bandwidth. Many innovative services such as real-time video streaming will not be feasible, given the limited bandwidth currently available, and will remain what the authors refer to as ‘pipe dreams’ for the […]
Even on modest projections, e-Retail will take a 5 to 10 per cent share of total retail sales within five to ten years. This may seem a small percentage, but it represents around billion in annual sales. High street banks, other financial services and travel agents are most at risk (British Council of Shopping Centres […]
