The book "Virtual Marketing" by Efthymios Constantinides offers a comprehensive analysis of the challenges and opportunities in the field of online marketing. It emphasizes the need to move away from traditional management approaches to succeed in the virtual business environment. The author argues that a proactive management stance is essential to meet the unique demands of digital technologies and online communication. The book questions the established marketing mix model and instead proposes the 4S Web Marketing Mix concept, which integrates strategic, operational, organizational, and technological elements. Additionally, it examines the strategic approaches of successful online organizations and highlights the operational principles of online marketing, particularly the importance of customer experiences on the internet. Empirical findings support the arguments and provide valuable insights for professionals in the field of online marketing.