ABSTRACT:
We are facing a paradigm shift in global marketing due to the advent or Internet and its reach to the final customer. Youth of today is technosavvy. White fighting for a brand, market, mind and heart share every company in the global economy faces new expectations and attitudes related to its own product or service. The reality is such that the expectations and attitudes from the customers towards the same product or service are also changing day by day. In such a market targeting and reaching the right customer is becoming tougher everyday. And the appropriateness of the target market can make or break a company. The authors are discussing here the issue of permission marketing, which can be used as a tool to understand the expectations and attitudes of the target market using which the company can devise a strategy that can serve the goal of survival. The study is targeting the youth as they are the present and future customers for any company.
