A CUSTOMER-LED APPROACH
Although when I'm in self-promoting mode [hey, I'm a marketer] I say I have written six books, in reality I have written
five and contributed to another. Online Marketing is the one to which I have contributed. That contribution consists
predominantly of four complete chapters plus another chapter that was broken up in an early draft and the contents used
elsewhere in the book.
The lead author - Richard Gay - recruited me back in 2004 [yep, it takes that long for an academic text to get from
writing to publication] and whether it was by luck or judgement my view towards an academic text on e-marketing was
very similar to Richard's. It was Richard's original intention that the book would be written from a marketing
perspective [hence the sub-title] - many of the early online marketing books were actually written by folk with a
technical [rather than marketing] background. Not only was I in complete agreement on this, but we subsequently
discovered that we shared a style of writing. Significantly, we both felt that empirical evidence and examples of
best practice were just as valid in this text as were academic references. It is a book on Internet marketing that has
This was my first experience of writing a book, and getting to know the ways of publishing was a steep learning curve -
not least the time from first to final draft. The time element was significant for the subject we were covering. Being
so dynamic and fast moving, there were times when I seemed to be updating my content on a weekly basis - and right up
to the last days of the final draft I was tinkering with my chapters to make sure they were as up to date as possible.
Overall, despite the trials and tribulations, I like the book. Sure, there are things I would change but I guess all
authors see potential improvements to their work. The most pleasing thing is, however, that we have met Richard's objective
of the book being different to others on the market.
been written by marketers for marketers