Seth Godin's book, Permission Marketing, which argues that the traditional model of interrupting consumers with marketing messages is becoming increasingly ineffective due to information overload. Instead, Godin proposes a new approach called Permission Marketing, where businesses obtain explicit permission from consumers to receive marketing communications. He suggests that companies should focus on building relationships with consumers by providing valuable information and incentives, and ultimately turning strangers into friends and friends into customers. The text examines various aspects of Permission Marketing, including the importance of creating a strong permission base, choosing the right bait to attract consumers, and effectively leveraging the power of the internet to deliver personalized and relevant messages.