Mine Your Language: Influence, Engage, Predict
Abhishek Borah
maj 2024 · Penguin Random House Audio · Oplæst af Rayan Madan
headphones
Lydbog
13 t. og 27 min.
Uforkortet
family_home
Kvalificeret
info
reportBedømmelser og anmeldelser verificeres ikke Få flere oplysninger
Vil du have en smagsprøve på 12 min.? Lyt, når det passer dig – selv hvis du er offline.
Tilføj
Om denne lydbog
Today, firms have many language-based decisions to make-- from the brand name to the language of their annual reports to what they should or shouldn't say on social media. Moreover, consumers leave a goldmine of information via their words expressing their likes, dislikes, perceptions and attitudes. What the firm communicates and what consumers say have an impact on consumer attitudes, satisfaction, loyalty, and ultimately, on a firm's sales, market share and profits.In this book, Abhishek Borah meticulously and marvellously showcases the influence of language on business. Through examples ranging from Toyota to Tesla and Metallica to Mahatma Gandhi, you will read about how to improvise on social media, how changing the use of simple pronouns like ' we' and ' you' can affect a firm's bottom line, how to spot a fake review online and much more.So whether you are just inquisitive about the role of language in affecting consumer and company behaviour or a student wondering about the utility of language analysis in understanding them, Mine Your Language will teach you to use language to influence, engage and predict!
Om forfatteren
Abhishek Borah is an Associate Professor at INSEAD, France. In the past, he has been an assistant professor at the Foster School of Business, University of Washington, Seattle and a visiting assistant professor at the Wharton School of Business, University of Pennsylvania, Philadelphia. Prior to academia, he worked for McKinsey & Company in India.Abhishek was raised in Nagaland and studied in Dimapur, Shillong, Delhi, and Los Angeles. He is the winner of the Varadarajan award for early career contributions to Marketing Strategy and a Marketing Science Institute (MSI) young scholar. He has published many articles in top-tier journals and has been cited in publications like Harvard Business Review, Fast Company, Nature, Ad Age and Forbes. He lives in Paris, France. This is his first book.
Bedøm denne lydbog
Fortæl os, hvad du mener.
Sådan hører du din bog
Smartphones og tablets
Installer appen Google Play Bøger til Android og iPad/iPhone. Den synkroniserer automatisk med din konto og giver dig mulighed for at læse online eller offline, uanset hvor du er.
Bærbare og stationære computere
Du kan læse bøger, der er købt på Google Play, ved at bruge webbrowseren på din computer.
