Product Description Online Marketing: A Customer Led Approach provides an excellent and stimulating balance between theory and practice by recognising the advantages and drawbacks of doing business online. The text is deeply embedded in traditional marketing concepts and examines their evolution as we understand more from online customer experiences. The authors believe that, despite the availability of new online tools, the customer should remain the central focus in all transactions and experiences. About the Author Richard Gay is a Principal Lecturer in Direct Marketing at Newcastle Business School, Northumbria University. Alan Charlesworth is a Senior Lecturer in Marketing and E-Marketing at the University of Sutherland. Rita Esen is a cyber Law Consultant and Visitng lecturer at Durham University