Permission marketing: antecedents, impact and future
18th February 2016

Fortune Institute of International Business (FIIB) applauds and congratulates Prof. Nimit Gupta on the publication of his research paper entitled: on "Permission marketing: antecedents, impact and future" published in International Journal of Teaching and Case Studies , Vol. 6 No. 4, DOI

The abstract of the paper says that the Consumers will be driven with care because of their paucity of time and attention. This behavior of consumers is giving rise to the concept of permission marketing. Permission marketing is a strategy, primarily utilizing e-mail and mobile technology, to send consumers information that they have agreed to receive. As consumers are now more protective of their personal information and they value the importance of privacy. Customer driven privacy solutions help organizations in building and sustaining trusted customer relationships. The use of permission marketing also help organizations in understanding that consumers often drive relationships and have power of making, sustaining or breaking relations over a period of time. The paper will focus on the privacy issues, permission marketing techniques which are internet-based and mobile-based and the issues emerging out of it from the study of literature across the globe.

Dr. Nimit has a rich experience in teaching, research and consulting in the areas of Marketing and General Management. Acting as an area coordinator of Marketing Club- Brand Rovers at FIIB, Dr. Nimit Gupta is involved in guiding and motivating student coordinators for various marketing initiatives and activities. He also holds the position of Co-coordinator for Corporate Internship Program (CIP) and is instrumental in framing the policies, rules and timelines for CIP for PGDM students.

Dr. Nimit Gupta is an Accredited Management Teacher from AIMA and has been instrumental in organizing MDPs in Marketing Management in association with Ministry of Micro, Small and Medium Enterprises, Govt. of India. He is also a certified marketing trainer trained by Dr. Philip Kotler. He had conducted MDPs for organizations like TCI, Coromandel, NFL, etc. as a corporate trainer and is in the Jury Panel of Pearson Teaching Awards, conducted annually. He is also a reviewer and on editorial board of many national and international journals of repute.

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