All-To-One Post Internet Marketing by Steve Luengo-Jones, published by McGraw-Hill (ISBN0077097998)

All-To-One Post Internet Marketing by Steve Luengo-Jones, published by McGraw-Hill (ISBN0077097998)

You'll either love or hate the fact that this book has the strapline "The Winning Model for Marketing in the Post-Internet Economy".

Often an excuse for intellectual oneupmanship, the prefix "post" assumes a break, a disjuncture.

We have had postmodernism, with its break from the traditions and modes of representation of modernity, post-feminism, with its move beyond the original discourse of the 1960s, and now post-internet.

Luengo-Jones is not saying that the internet is over; merely - and importantly - that the era of internet hype is over. In a timely intervention, Luengo-Jones replaces the internet within the complete marketing mix, arguing that companies need to address network media as well as broadcast and print media in terms of the new relationships that the internet has ushered in.

And it is here that Luengo-Jones' book extends beyond a marketing cookbook. He argues that the 1:1 marketing of old has to be replaced by an all-to-one model, in which the customer believes - and, thanks to the internet, now expects - every part of the business, from supply to distribution, to be focused.

Luengo-Jones spices his book with the obligatory case studies and step-by-step tips. But it is his central message that, beyond the hype, the internet is truly revolutionary and that the relationships are the core of any marketing push, that is worth hearing.

This is not so much "post" anything, then, so much as a clarion call from the wilderness or dotcom graveyard to return to basics.