Permission Marketing An Innovative Approach to Electronic-Marketing

Abstract

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 had been well understood 
by marketing professional and hence came the 
term 'Permission Marketing'. Due to increase in the 
advancement of information technology, all smart 
business companies around the world now 
practice advanced technology and innovative 
techniques to persuade the behavior of consumers. 
Internet today is an integral part of marketing 
collaterals.  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 spams, 
most people welcome the idea of permission 
marketing. This research article is an attempt to 
critically analyse the concept, the existing models 
of permission marketing, and to understand the 
cost-benefit conceptual framework. Through an 
empirical study the last section shows the impact of 
permission marketing in terms of the parameters 
trust, price and convenience on the purchase 
decisions of the online –shoppers.