Objectives of knowledge management

permission marketing
’, a term coined 
by US commentator Seth Godin (1999) (see 
Chapter 9, p. 395).‘’
Privacy and 
Electronic 
Communications 
Regulations Act
A law intended to 
control the distribution 
of email and other online 
communications.
Opt-in
A customer proactively 
agrees or consents 
to receive further 
communications.
Permission 
marketing
Customers agree (opt 
in) to be involved in an 
organisation’s marketing 
activities, usually as a 
result of an incentive.
How far should opt-in go?
‘Companies should always use an opt 
in privacy policy for
(a) emailing prospects and customers
(b) monitoring website visitors using 
site analysis software
(c) identifying customer behaviour 
using cookies.’
Debate 4.1
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Chapter 4
E‑environment
3 
Requires an opt- out option in all communications.
An 
opt-
out
or method of 
‘unsubscribing’ is required so that the recipient does not receive future communica‑
tions. In a database this means that a ‘do not email’ field must be created. A ‘simple 
means of refusing’ future communications is required both when the details were 
first collected and in each subsequent communication.
4