Ebook Tap: Unlocking the Mobile Economy (The MIT Press), by Anindya Ghose
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Tap: Unlocking the Mobile Economy (The MIT Press), by Anindya Ghose
Ebook Tap: Unlocking the Mobile Economy (The MIT Press), by Anindya Ghose
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Review
The smartphone is a truly transformative technology. This book is required reading for anyone who wants to understand how mobile technology is changing our businesses, our economy, and our lives.―Hal Varian, Chief Economist, Google (2018-01-01)With succinct writing and great authority, Anindya Ghose delivers a tour de force on the mobile economy. Ghose draws on his vast experience as a researcher, consultant, and speaker as he unravels the nine key factors that determine users' mobile experiences and the four human contradictions that can vex the 'Tappers.' The delicate trade-off between privacy and commercial opportunity is handled adroitly; consumer or marketer, you need this book on your shelf (or phone)!―David R. Bell, Xinmei Zhang and Yongge Dai Professor, Wharton School, University of Pennsylvania; author of Location Is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual OneThe mobile economy has already unlocked trillions of dollars in value, but we're still in the early days of this revolution. Ghose draws on his path breaking research and compelling case examples to provide the definitive guide to the emerging opportunities and challenges. Required reading.―Erik Brynjolfsson, Professor, MIT, and Director of the MIT Initiative on the Digital Economy; coauthor of The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant TechnologiesTap is the most comprehensive book I've seen on mobile's business transformational power and its unique ability to get closer to customers.―Greg Stuart, CEO, Mobile Marketing Association; coauthor of What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds
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About the Author
Anindya Ghose is the Heinz Riehl Chair Professor of Business at New York University's Leonard N. Stern School of Business, where he holds a joint appointment in the Information, Operations and Management Science, and Marketing Departments. In 2014, Poets & Quants named him as a “Top 40 Under 40 Professor.†In 2017, Thinkers50 identified him among the 30 management thinkers most likely to shape the future of how organizations are managed and led. His opinion pieces and research have been featured on the BBC, CNBC, MSNBC, NPR, NBC, and in The Economist, the New York Times, WIRED, Time, the Financial Times, and the Wall Street Journal. He is also an avid high altitude mountaineer and has climbed extensively in multiple continents.
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Product details
Series: The MIT Press
Paperback: 240 pages
Publisher: MIT Press; Reprint edition (September 11, 2018)
Language: English
ISBN-10: 0262536056
ISBN-13: 978-0262536059
Product Dimensions:
6 x 0.6 x 9 inches
Shipping Weight: 11.2 ounces (View shipping rates and policies)
Average Customer Review:
4.8 out of 5 stars
58 customer reviews
Amazon Best Sellers Rank:
#459,268 in Books (See Top 100 in Books)
I purchased TAP hoping to use it as a basic text or at least to provide ancillary material for a course I'm teaching called "Mobile Marketing and Business." I wish that I had returned it immediately, but I kept hoping that one day I would open it back up and find gold. That never happened. It is neither a "fun read" nor a useful text. A much better book, despite the 2013 copyright date, is Pasqua and Elkin's Mobile Marketing: An Hour a Day. That has much better structure and the graphics are clear. They are mostly out of date, but easily brought up to date. Unfortunately, TAP is written is such a casual style, that it's hard to see exactly what the topic is. And a note: There are dozens of Mobile Marketing consulting firms which offer very good free content (to show off their expertise) on their websites, so what's needed is a book that can structure your search of those websites and help you organize their free content. This is not that book.
An excellent book with eye-opening insights on how mobile technologies have changed business and advertising. As a marketer, this book provides useful frameworks to ground strategies but also thought-provoking questions, and suggestions for how businesses can use multiple new metrics in concert to be truly successful in targeting their customers in meaningful ways. Professor Ghose's book is written in fluid prose and very easy to read -- his passion for the topic is palpable, with relevant and unique examples to spare. 5/5 definitely read!
Anindya's work is extremely insightful! My favorite part of his book explores the nine forces that shape consumer behavior and how businesses can "tap" into them to provide more value for their customers. That aside, his research is extremely in depth and provides many insights that are extremely niche. Glad to have had the opportunity to read such a great book!
Amazing book! Have you a thorough explanation as to why the mobile economy, especially mobile marketing, is going to shape the market.
In case you don't want to read my detailed review below, here is the tl;dr version:tl;dr: This is a well-written book that synthesizes high quality academic research and presents the findings in a framework that generates actionable insights for managers.Extended review:Tap by Prof. Ghose is an intriguing book. Prof. Ghose has done a great job of synthesizing extensive research in mobile marketing to which he has contributed significantly. I enjoyed the book a lot and highly recommend it to others for the following reasons:1. The book is written in a language that is easy for everyone, and in particular for marketing managers who will benefit from this book immensely.2. Yet, the book relies heavily on solid academic research. Thus, this is not an "opinion" piece but a book that's grounded in peer-reviewed research published in highly reputed scientific journals.3. The book follows a familiar structure where it starts broad then narrows down to discuss specific topics in depth and then again broadens to discuss future implications. This makes the book highly persuasive and you don't want to put it down before you finish it.4. The book is divided into 3 parts. If you have never read much about research in mobile marketing (like me!), you will find part 2 most enlightening. I first listened to this book as an audiobook bought on Audible but then I also purchased a hard cover on Amazon because I really want to keep a record of all the research Prof. Ghose discusses. This, for me, was fascinating.5. The book gives a fair amount of space to the privacy concerns of individuals. There is a wide range of beliefs and opinions about this topic in general public. Therefore, it's a bit tough to get everyone on board the mobile marketing train. The book identifies these concerns and tries to mitigate them by giving plausible explanations. Whether you buy those explanations or not depends on how strong your beliefs are. The stronger the prior, more evidence is required to alter it. I suggest you read this part with open mind.6. One of the strengths of the book is that Prof. Ghose has organized the extant research in a framework that generates actionable insights. As someone who teaches in a data analytics program, I can't emphasize enough how important actionable insights are for practitioners. We in marketing academia are often accused of doing research that has little or no relevance for practice. This book disproves that. Of course, the credit goes to the author for making this research accessible.7. Marketers around the world are struggling to break the code of mobile marketing. For example, in Asia, mobile marketing is highly evolved and yet marketers keep experimenting in order to craft a coherent mobile marketing strategy. This book will help marketers get a head start. As this book synthesizes experiments that are already done, marketers may tailor the findings to their context and obtain improved results. Thus, the book provides them with a launchpad.8. For those who are more academically inclined, I suggest reading up the original research papers to get better grip on the context. Although Prof. Ghose painstakingly presents even the minutest details about the research, it's always a good idea to read up the original research in order to form your own opinion about it. This will help you come up with potential future research ideas.
A fascinating book about the new economy of smartphones for both consumers and marketers. It is extremely useful for managers who would like to explore new business with mobile technologies. It starts with the behavioral contradictions of consumers and further discusses nine predominant factors that drive the monetization process in the mobile economy, such as location, trajectory, crowdedness and weather. It also covers important trends of new technologies on smartphones such as wearable devices, artificial intelligence and smart homes. In addition, it is worth mentioning that, in each chapter, the book leverages both business cases and academic findings to provide insightful takeaways for readers with different backgrounds. I highly recommend this book to those who have an interest in mobile economy and future business.
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