Books by Alan Charlesworth

Revised edition of: Internet marketing: a practical approach, published in 2009 by Butterworth-Heinemann.

Published in 1837, Hans Christian Andersen's The Emperor's New Clothes tells the tale of two weavers who present a non-existent suit of clothes to the Emperor with the caution that the suit is invisible to those who are unfit for their positions, stupid, or incompetent. As the Emperor parades in his underwear no one dares to say that they see no clothes-with the exception for one small child who exclaims; "e;he isn't wearing anything at all."e; Fast forward to the present day and business owners and managers around the world are told that anyone who cannot see the benefits of social media marketing are unfit for their positions, stupid, or incompetent. As organizations, brands and products fill the social media landscape with meaningless, objectiveless drivel that has interest to no one and serves only to waste resources and alienate customers, a small voice can be heard exclaiming; "e;who told you that was a good idea?"e; The caveat to this contemporary tale is that for a very few organizations, brands and products, social media has provided a kind-of marketing panacea. Correction: make that a very, very few organizations. For the rest, they are metaphorically parading in their digital underwear. All is not lost however. Although many have been duped in a new clothes-esque sting, and that their social media marketing efforts are indeed, invisible-but marketing on social media might just be riding to the rescue.

First impressions are lasting impressions - and in the click-away-in-an-instant world of the Internet first impressions are more than lasting. They are critical. Choosing an effective domain name is a crucial decision for any organization - and it is a marketing decision. It is not a decision be taken by members of staff who do not fully appreciate the value of a good domain name - or the shortcomings of a bad one. This text provides a comprehensive guide to choosing the right domain name for your organization, business, product or brand.

E-Commerce is making an ever-bigger impact on the way businesses operate. Key Concepts in e-Commerce offers readers an introduction to the many words, terms and phrases that abound in this fast developing and increasingly popular discipline.