Customers have always wanted to be treated with respect, consideration, and to receive educational benefits before buying. In this excellent book, you will get the simple concepts you need to understand how electronic contacts improve your opportunities to be effective. Most people will be in markets where it cannot all be done electronically, but the same principles apply. I liked the way that the book applied timeless principles in the context of e-commerce. Almsot everyone else makes e-commerce sound like something with no connection to anything that has gone before. That is clearly not true. I think that this book will also help to stimulate your thinking about how to attract more customers less expensively. The other electronic marketing book you should read is CUSTOMERS.COM.