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Title: Have no fear of media fragmentation
Review: Seth Godin's 1999 book on permission marketing looked like just another fad "pop" marketing book. But it's stood the test of time. He explains how marketers can adapt to the proliferation of media (specialty magazines, many cable TV channels) and better target their customers.More importantly, he gives the most prescient analysis of how the Internet can be integrated as part of a firm's promotional mix. His "Five Levels of Permission" develops a continuum for Customer Relationship Management.This book is an easy read and belongs on the bookshelf of every marketing professional.
