CONTENTS

Foreword by Don Peppers Introduction

ONE The Marketing Crisis That Money Won't Solve

TWO Permission Marketing -- The Way to Make Advertising Work Again

THREE The Evolution of Mass Advertising

FOUR Getting Started -- Focus on Share of Customer, Not Market Share

FIVE How Frequency Builds Trust and Permission Facilitates Frequency

SIX The Five Levels of Permission

SEVEN Working with Permission as a Commodity

EIGHT Everything You Know About Marketing on the Web Is Wrong!

NINE Permission Marketing in the Context of the Web

TEN Case Studies

ELEVEN How to Evaluate a Permission Marketing Program

TWELVE The Permission FAQ

Acknowledgments Index