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Passing the Harvard test

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Published: 12 October 2018

Senior Lecturer Alan Charlesworth’s latest book Social Media Marketing – Marketing Panacea or the Emperor’s New Digital Clothes? has made it through a rigorous selection process to be included on the Harvard Business Publishing Education website. Harvard Business Publishing Education is a wholly-owned subsidiary of Harvard University and, along with Harvard business case studies, is promoted to thousands of business and marketing professionals and students at Harvard and beyond.  

What Alan finds particularly pleasing about this is that books on the website are used in Harvard Business School’s renowned ‘case method teaching’ – something he uses extensively in his own classroom to provide students with examples of the reality of managerial decision making.

Social media apps on a smart phone screen

“It was flattering to be approached to write a book that challenged popular theories and concepts rather than simply presented them”, says Alan, “the publishers must have thought I knew a bit about the subject to ask me.”

 “We weren’t too surprised that Harvard Business Publishing chose Alan’s book to be a part of their case studies package and promotions,” said Scott Isenberg, Executive Editor at Business Expert Press. “Alan’s vast experience of digital marketing going back to its early days meant we were confident his book on social media marketing would not only be written from an expert perspective, but be both informed and provocative. It’s educational and entertaining, and a must read for students and marketing managers.”

It was flattering to be approached to write a book that challenged popular theories and concepts rather than simply presented them. The publishers must have thought I knew a bit about the subject to ask me.”

As the book’s subtitle suggests, Alan casts a wary eye on academic theory as well as bringing scepticism of jingoistic popularism to produce a text that analytically questions the use of social media as a platform for effective marketing that produces a return on any investment in it.

Academic Dean for the Faculty of Business, Law and Management, Lawrence Bellamy, added “Alan’s extensive experience in the field of digital marketing ensures that the book reflects a strong educational ethos of applied knowledge. There are some great cases and it’s written in such a way as to appeal to both students of the subject and practitioners looking to enhance their practice. The style is accessible but underpinned with critical theory throughout, so it’s both informative and a great read.”

Social Media Marketing – Marketing Panacea or the Emperor’s New Digital Clothes? is Alan’s 10th book on digital marketing and is available to buy now. 

Alan is a Senior Lecturer and has been involved in what is now referred to as digital marketing as a practitioner, consultant, writer, trainer and educator since 1996. He also writes about and consults on the phenomenon commonly known as the Digital Transformation, a subject that transcends marketing into all aspects of business and management. Read more about his teaching and research interests and studying Business and Management at the University of Sunderland.

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