I read this book about 3 years ago, and remember thinking how much the concept of permission marketing holds true in our economic situation. And it still holds true for internet marketing and a growing customer base. It explores the differences between mass media marketing which is invasive and does not necessarily build trust for a new product, and permission marketing which is specific, invited, and builds trust. It reminds us, that with the onset of technology, individual dialogues are most important. However, the strategies in the second half of the book were not at all useful.