This book investigates how traditional marketing principles must be adapted to maintain a customer-led focus within the evolving landscape of online business. The authors, Richard Gay, Alan Charlesworth, and Rita Esen, leverage their academic and professional expertise in marketing, e-marketing, and cyber law to bridge the gap between theoretical frameworks and practical application. By analyzing the shift in consumer behavior, the text argues that digital tools should serve to enhance, rather than replace, the fundamental understanding of the customer experience.

Experts and educators frequently cite this text for its balanced approach to integrating established marketing theory with modern digital practices. Readers often note that the inclusion of legal perspectives provides a comprehensive view of the complexities involved in online commerce.