Based on a program that increased sales at IBM by 80 percent in one year, this book features sidebars from industry luminaries and examples from Fortune 500 firms. It outlines a 10-point blueprint for rethinking customer care and is the useful guide for marketers.

From junk mail blockers to do-not-call lists, potential buyers today are more interested in "opting out" than listening to marketers' messages. "Opt-In Marketing" offers a prescriptive plan for reversing this dangerous trend. This hard-hitting book is based on a program that increased sales at IBM by 80 percent in one year and features sidebars from industry luminaries and examples from Fortune 500 firms. It outlines a 10-point blueprint for rethinking customer care and is the perfect guide for marketers looking to once again be seen as partners instead of predators.