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Reason for writing this text
There are numerous reasons for writing a textbook, and some of those
reasons are altruistic, pragmatic or ambitious. For the most part,
the authors found that the majority of textbooks in the area of
Internet marketing had a consistent set of 'features' that they
felt were limiting the development of Internet marketing, such as:
- most texts in the field were too busy emphasising what is different
about the Internet, and not what can be adapted from past and
present marketing knowledge
- too much focus on the 'how-to' aspects of building web sites
and not the 'why have one?'
- a lack of books that integrated the lessons of alternative and
traditional aspects of marketing
- a lack of strategic thinking in e-commerce and Internet marketing
as a whole.
As a result of these general feelings, the authors set out to design
a book that integrated all relevant aspects of marketing with Internet
and e-commerce practice rather than treating each as a separate
item to be catalogued, shelved and kept away from the others. Marketing
is a holistic, whole-of-the-organisation approach, and this textbook
attempts to encompass a holistic view of marketing in the age of
electronic commerce.
Why us?
Strangely enough, the authors assume that if you happen to be reading
the preface, then chances are you own the book. If not, then the
short sales pitch for why this strategic Internet marketing text
should be your book of choice is twofold.
First, the authors acknowledge that the Internet is not for everyone,
nor is it universally applicable and certainly it can never be the
panacea for everything. A sense of perspective and limitation on
the Internet brings the book into focus on the areas where the Internet
can be used, should be used and is quite useful. Many contemporary
writers in the field of the Internet and e-commerce have taken an
evangelical approach to spreading 'the good word of the Internet'.
This of course means that the messages should be taken with the
appropriate grains of salt. (The authors prefer to think of this
book as having been pre-salted.)
Second, this particular text has a blend of practical experience,
theoretical models, contemporary culture and marketing philosophy
that sets it apart from the majority of texts in the field. The
referencing of nearly 200 refereed journal articles, textbooks and
research papers, along with 400 different web sites, gives the book
a solid grounding in the theory, practice and reality of the Internet.
The authors have been prepared to acknowledge when and where the
application of a theory or technology is uncertain, and where changes
can (or should) occur. The text has been designed around integrating
the wider domain of marketing theory into applications suited for
use on the Internet, or to explain the Internet. The technology
of the global network of networks may be new, but the people on
the keyboards are the same people with the television remote controls
or supermarket trolleys that we've come to love and research in
marketing.
Acknowledgements
Susan would like to thank everyone who has offered support, assistance
and advice. In particular, she would like to thank those people
who have made time for her to work on writing by supporting her
in other roles. Special thanks go to Dr Rebekah Bennett who, as
Deputy President, has shouldered much of the day-to-day burden of
being President of the Australian Marketing Institute (AMI) (Queensland)
and helped contribute not only to the success of the AMI, but also
indirectly to the success of this second edition. Colin Jevons also
deserves special thanks for his enthusiastic support of both the
first edition of this text and Susan and Stephen's ongoing writing
activities.
Stephen would like to thank a wide range of people, influences and
supporters. However, he's already spent his excess baggage word
limit somewhere in chapter 17, and has promised to cut back to just
a few dedications here. His thanks again go to his extended online
family of friends throughout the world whom he won't name directly
here, because the last time he made a direct reference to an online
community, an enthusiastic fan tracked him down. It'll be more of
a challenge to find him this time (here's your starting hint —-
the jade falcon is in the glove box). Stephen would also like to
thank everyone he knows who had a major impact in shaping this book,
setting up opportunities, dropping hints and clues, sending links
and generally shaping his online experience. Finally, a big vote
of thanks goes to his family —- Peter, Susan, Mike, Jean, Bert
and Sascha —- it's this team that gets him to the deadlines
on time.
Both authors would like to acknowledge the invaluable role played
by Jean Shepley, as their research assistant and production manager.
As a research assistant she found materials that made a significant
difference to the quality of the final outcome, and as a production
manager she helped them to make it to that final outcome.
A collective set of thanks goes to the support team of Jean and
Michael Dann —- as parents, editors and the people who never
considered that having two S. Danns in the family would cause this
much confusion. Susan and Stephen would also like to thank their
brother Peter, who had the sense to be in England while they wrote
the revised manuscript, and who proved time and time again that
the furthest distance between two people on the planet is just a
couple of mouse-clicks.
Finally, thanks go to the unnamed people who assisted in the whole
process, from the editors to the layout artists at Wiley, and to
the buyers who are currently holding this text in their hands and
wondering if this sentence is referring to them.
Susan Dann
Stephen Dann
August 2003
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