{"title":"Alan Charlesworth","description":null,"products":[{"product_id":"digital-marketing-book-alan-charlesworth-9780415834834","title":"Digital Marketing","description":"Digital Marketing: A Practical Approach 2nd Edition is a step-by-step guide to marketing using the Internet. Concentrating on the operational and functional aspects of this dynamic subject, the book is packed with tactical advice and real-life examples from those leading the field to help you succeed.       Written as an accessible guide to equip you for the digital element of any contemporary marketing role, Digital Marketing covers all the key topics including search engine optimization and social media marketing. With real-world case studies to illustrate digital marketing in practice and exercises to help you analyse, plan and execute effective strategies within the workplace, this practical resource will prepare you to undertake digital marketing across a variety of organizations.       More than just a book, this complete package features an associated website at AlanCharlesworth.eu\/DigitalMarketing which hosts the case studies for the book, offers further tips and advice and provides access to a wealth of extra material such as up-to-date references and web links.    This new, second edition builds on the first edition’s success by addressing the key recent developments in digital marketing including an expanded section on social media marketing and an appreciation of the impact of mobile devices. Moreover, it’s been thoroughly updated throughout, with brand new cases and examples with an international range, all of which encourage the reader to quickly learn the practical applicability of the theory and practice of emarketing.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49554171363601,"sku":"GOR006655900","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ GOOD \/ SBYB","offer_id":50349977010449,"sku":"CIN041583483XG","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ LIKE_NEW \/ INTERNAL","offer_id":53365833400593,"sku":"GOR011737442","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/041583483X.jpg?v=1750740753"},{"product_id":"entrepreneurs-succeed-with-us-book-alan-charlesworth-9781780885704","title":"Entrepreneurs Succeed with Us","description":"This book provides entrepreneurs with highly readable principles and actions which convert readily into increased business performance and profits. Written by a team of practical, experienced business people, it provides genuine value in helping achieve long term goals of expansion or exit. What distinguished us from others in our field? Many of us are, or have been, entrepreneurs ourselves and have done what you do; led, managed, developed and sold businesses. Entrepreneurs Succeed with Us addresses a range of key issues that face all entrepreneurs at some point in their business. It examines the health of a company and helps re-examine both the company mission and the owner's personal vision for the future. It also identifies alternatives to banks for financing the business, improvements that can be made to marketing to kick-start growth and the best strategies for a successful exit to your retirement plan. The book also explains how developing a growth mindset is vital to any company's future success, as is avoiding many of the pitfalls in developing ICT systems and complying with employment and other laws.  Alan Charlesworth, whose idea this book was, says: Despite significant progress, entrepreneurs often face obstacles when realising the potential of their business. Our aim is to share lessons learned in a practical handbook to enable them to succeed and grow. It helps them re-define their personal and company vision and develop a strategy for their achievement. Readers who will most benefit from Entrepreneurs Succeed with Us include CEOs, who may be frustrated with the lack of fulfilment of their dreams.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49555440664849,"sku":"GOR008783898","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1780885709.jpg?v=1751344625"},{"product_id":"entrepreneurs-succeed-with-us-creating-high-performance-business-rare-book-alan-charlesworth-1659552146lee","title":"Entrepreneurs Succeed with Us; Creating High Performance Business","description":"2013. No Edition Remarks. 249 pages. Signed by the author. Blue and red paperback. Signed by the author with dedication to first page. Pages remain bright and clear with minimal tanning and foxing. 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Key updates to the new edition include:    The role of the digital influencer Direct to Consumer (DTC) and omni-channel retailing Individuals’ privacy and the role of organizations in gathering and storage of their personal data Ethical aspects of digital marketing and its impact on the environment SEO and Google’s development of the ‘zero click’ Online ad fraud Updated online resources available via the author’s own site  This essential text equips advanced undergraduate, postgraduate and executive education students with the tools to undertake any digital marketing role within a variety of organizations. 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The author, a well-renowned teacher and writer on the subject, presents a concise and clear structure that works step by step through each of the core aspects of the subject, including SEO, metrics and analytics, web development, e-commerce, social media and digital marketing strategy.  Presented in nine chapters to suit delivery periods at both undergraduate and postgraduate levels, this book can be used either as a core text that gives tutors a sound platform on which to structure a module on digital marketing or as supporting text where digital marketing is an element of a module with a broader scope, such as strategic marketing.  Pedagogical features include an essential summary paragraph at the start of each chapter, focused references and further reading. 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Similarly, although primarily aimed at an academic market, the practical – rather than purely theoretical – nature of the book means that it will be equally useful in both training and self-learning scenarios.  After reading this book - and completing the exercises within it - the reader will be equipped to undertake any digital marketing role within a variety of organizations. The practical case-study exercises - based on theory and recognized good practice - will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives.  A key aspect to this digital marketing book is the use of a number of bespoke case studies that are designed to make clear how the impact of each online application varies between organizations and markets. For each section of every chapter there is a case study question that is pertinent to that subject - though readers are welcome to switch case studies for each question if they so wish, or even substitute their own organization. This makes the book an excellent text for work-based learning programmes such as Degree Apprenticeships.  As the subject has evolved in recent years, so too has the structure of the third edition of this book. The book is now in two distinct parts.   Part I considers the environment in which digital marketing is practised, digital buyer behaviour  and has a chapter that includes sections covering strategic digital issues such as content marketing,  attribution, influencers and digital marketing objectives.  Part II replicates the successful structure of the first two editions of the book by having chapters  devoted to the key elements of operational digital marketing. Essential updates made necessary by  both technology and consumer behaviour are made to all elements, but specifically to programmatic  advertising and marketing on social media. There is also the addition of a chapter devoted to e-metrics  and online analytics. 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