My next marketing book was written with my business partner, Peter Ohnemus, in 2001. Peter is a great friend and always fun to work with. A serial entrepreneur, he was awarded Swiss Entrepreneur of the Year in 1999 and is a board member of Rothschild’s Bank. One day in year 2000 I mentioned to him that I had drafted a manuscript for an English language book about international marketing a few years before, largely based on a new approach to the «marketing audit» and to «value zones». I told him I hadn´t had time to finish it, and that I thought it could form a basis for a book about marketing strategies in information technology, where we could develop a new, coherent school of thought called «The Digital School of Marketing».
Peter was thrilled, and we finished it rather quickly, largely typing it on airplanes between Zurich, London, New York and San Francisco and emailing thoughts forth and back. We only ever had a single face-to-face meeting about it during its creation – we were just never in the same place, even though we worked from the same office. I was later listed as one of the World’s 62 leading marketing thinkers in The Guru Guide to Marketing. That might be an overstatement, but there isn’t anything important I would change in the book today, expect for its title. Now I would call it Marketing Strategies for the Digital Economy.
That is my last book about marketing so far. However, there is 2/3 of a new one sitting on my server. I think it could be one of the most useful books ever written about international marketing, if ever I get the time to finish it. It describes, with an absolute minimum of words, the 200 most useful marketing tools ever invented. Whether I ever finish it is another question.»