This month's article was contributed by Tony Dubitsky, Senior Consultant with Nykamp Consulting Group.

In his recent book Permission Marketing, Seth Godin lumps together most mass-marketing approaches into the category of interruption marketing in which advertising and promotion messages are unanticipated, impersonal and largely irrelevant. Instead, permission marketing is built around getting the recipient's buy-in before proceeding with further messages. At each successive stage of this relationship, the customer or prospect is enticed to reveal more and more relevant information used by the provider to fine-tune and optimize service or product offerings.

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