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Article
An Economic Model of Permission Marketing: Win-win-win Relationship Building Among Marketers, ISPs, and Internet Users
WCOB Faculty Publications
  • Anca C. Micu, Sacred Heart University
  • Yan Jin, Missouri School of Journalism
  • Clyde H. Bentley, Missouri School of Journalism
  • Glen T. Cameron, Missouri School of Journalism
Document Type
Conference Proceeding
Publication Date
1-1-2004
Abstract
A model is proposed for ISP customers to accept e-mail marketing in exchange for a discount on the Internet fee. Adherence to the model appeared to vary with age, number of e-mails received per day, and with the amount of the current fee. Authors recommend marketers send fewer, better-targeted, and personalized e-mails.
Comments

At the time of publication Anca Micu was affiliated with the Missouri School of Journalism.

Citation Information
Micu, Anca et al. "An Economic Model of Permission Marketing: Win-win-win Relationship Building Among Marketers, ISPs, and Internet Users." AMA Winter Educators' Conference Proceedings 15 (2004): 86-94.