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Mine Your Language: Influence, Engage, Predict

Release date: 18 March 2024
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Description

Statutory warning: Language is a minefield. Words that firms and consumers use can be dealbreaker... Read More

Product Description

Statutory warning: Language is a minefield. Words that firms and consumers use can be dealbreakers!

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!


Mine Your Language

Mine Your Language

Mine Your Language

 

Product Details

Title: Mine Your Language: Influence, Engage, Predict
Author: Abhishek Borah
Publisher: Penguin
SKU: BK0500752
EAN: 9780143461623
Number Of Pages: 448
Language: English
Binding: Paperback
Country Of Origin: India
Release date: 18 March 2024

About Author

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.

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