The book then goes through the 12 Core Principles of Ecommerce:
1. Your Business is Not Unique
2. Your Business is Marketing
3. Brand Centric, Not Product Centric
4. You Must Control The Order Process
5. Don't Compete On Price
6. Don't Be Walmart. Niche Down
7. There's No Such Thing As Free Traffic
8. Business Costs Money
9. If You're Not Mobile, You're Out
10. The One Who Can Spend The Most To Acquire A Customer Wins
11. Sell In Multiple Channels
12. There Are Only Three Ways To Grow A Business
After that, it goes on to detail about the different ends of marketing, how to retain customers, building lists, and all that.
I highly recommend the book for how much it packs in a few pages.
Samuel Garcia helps entrepreneurs, small business owners, and hobbyists succeed in using the Internet to increase their business.