Online Marketing: A Customer‐led Approach

Citation

Thomas, A. (2007), "Online Marketing: A Customer‐led Approach", Direct Marketing: An International Journal, Vol. 1 No. 3, pp. 176-176. https://doi.org/10.1108/17505930710779351

Perhaps the fastest growing and most important, emerging means of engaging in direct marketing is online. For a marketer, there can be nothing more appealing than having the ability to directly interact with massive numbers of customers, and potential customers, in order to meet each individual's needs. Online marketing provides that ability. Unfortunately, possibly because of the technical knowledge required to implement a full online marketing program, marketing as a discipline has not been able to fully incorporate a comprehensive means of constructing an effective long‐term online strategy. Online Marketing: A Customer‐led Approach goes a long way in filling this void.

Authors Gay, Charlesworth, and Esen do an excellent job of comprehensively addressing all aspects of online marketing. Where other books, articles, etc. only deal with one, or a very limited number of facets of marketing online, this book takes the reader through a step‐by‐step process for understanding and, more importantly, implementing each vital component of the online marketing process. From showing how online technology fits into various business models, through planning, research, and understanding the nuances of online customer behavior, all the way to tactical implementation (e.g. web site design, online pricing, etc.), Online Marketing: A Customer‐led Approach deals with the entire process in‐depth.

Without a doubt, the real strength of the book is the way the authors are able to build a conceptual foundation for understanding all aspects of online marketing and combine that with valuable real‐world implementation skills. In each chapter, the reader is introduced to the necessary theoretical concepts required to understand the specific topical area, such as pricing on the web. However, unlike many of the books currently available, the authors show the reader how to apply these concepts in the business world.

If there is any potential flaw in Online Marketing: A Customer‐led Approach it might be argued that some parts of the last chapter, dealing with legal issues, is not fully generalizable in the global marketplace. However, that is a small criticism. Online Marketing: A Customer‐led Approach is probably the most accurate, comprehensive, and practically applicable source for learning how to be successful in all aspects of online marketing. As such, it would be excellent both as a textbook or a reference source for business practitioners. With Online Marketing: A Customer‐led Approach, Gay, Charlesworth, and Esen have done an outstanding job in filling an important gap in the direct marketing literature.