Permission Marketing  An Innovative Approach to Electronic-Marketing

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.