Permission Marketing

"Permission Marketing" is a specialized book based on primary research that examines the awareness, perceptions, and preferences of customers in the six largest cities of the Indian state of Gujarat. The author, Darshana Dave, investigates the extent to which customers are informed about the concept of Permission Marketing and their attitudes towards unsolicited marketing communications, such as unwanted phone calls, SMS, spam, and direct advertising. The book provides valuable insights into customer perception and offers recommendations on how marketers can develop effective and expected marketing communication strategies to enhance customer engagement and minimize unwanted advertising. The research findings are particularly relevant for marketing professionals seeking to gain a better understanding of the needs and desires of their target audience.