Business dynamics are changing around tine globe having a substantial impact on each of the functional areas of management where all of the business activities are customer focused and driven by them. Traditional business practices are not providing desired yields as they have become outdated or common to every organization. Marketing of products and services are also witnessing a huge change. The markets as well as marketing practices and strategies are changing at a global pace, making the job of marketers more challenging and are practicing different strategies to attract and to retain customers .The main focus of marketing is to have such customers which are ready to listen, react and buy the products or services. This change has revolutionized the business world over by a new horizon in the form of permission marketing. This article provides the guidelines for permission marketing, its concept and realities. The article highlights the relevance of permission marketing in today's scenario having major focus on its working and conceptual framework.