About the book: 2004 / Written in a bright and concise language, the book by Seth Godin - vice president of Yahoo! on Direct Marketing - shows how companies can turn a stranger into a friend and then turn him into a customer. Every person strives to spend their time wisely. Noticing a new product and paying attention to it is, of course, a conscious act. Therefore, in order to sell a product to a buyer in the future, you need to obtain his consent to purchase. This can be done by involving the client in a dialogue, i.e. two-way communication. Instead of simply interrupting a television show to air an ad, or intruding unannounced on a buyer's life with phone calls or letters, the marketer of the future will first try to get the buyer's consent to participate in the sale. Perhaps the buyer will allow himself to be involved in the process out of interest in a particular product, or perhaps you will simply offer the buyer some kind of reward or benefit in exchange for his consent. The essence of the method is that the consumer can be repeatedly involved in the marketing process. Marketing in the interactive world is a collaboration where the marketer helps the consumer buy, and the consumer helps the marketer sell. The book is aimed at marketing and advertising specialists, as well as students and teachers of economic universities.