BOOK--Permission Marketing

"I really like the Godin book," says Josh Nobozny, Merrill’s head of private client Internet strategy.

Godin explains how businesses can no longer rely on traditional forms of advertising--"interruption" advertising--such as television, radio and magazines to get consumers’ attention. He shows that customers respond best when you get their permission with some type of bait, such as an 800 number or survey. And what’s the best way to pursue such a strategy? The