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Mine your language : Influence, engage, predict / by Abhishek Borah.

By: Material type: TextTextPublisher: Gurgaon: Penguin, 2024Description: 448 Pages ; 22 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780143461623 (pbk.)
Subject(s): DDC classification:
  • 23 659.1 BOR 021166
Summary: 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!
List(s) this item appears in: New Arrivals- May 2024
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Item type Current library Call number Status Date due Barcode
Book Book Indian Institute for Human Settlements, Bangalore 659.1 BOR 021166 (Browse shelf(Opens below)) Available 021166

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!

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