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Diez libros Mercadotecnia

The Sharing Economy

The End of Employment and the Rise of Crowd-Based Capitalism

By Arun Sundararajan

Sharing isn’t new. Giving someone a ride, having a guest in your spare room, running errands
for someone, participating in a supper club—these are not revolutionary concepts. What is
new, in the “sharing economy,” is that you are not helping a friend for free; you are providing
these services to a stranger for money. In this book, Arun Sundararajan, an expert on the
sharing economy, explains the transition to what he describes as “crowd-based capitalism”—a
new way of organizing economic activity that may supplant the traditional corporate-centered
model. As peer-to-peer commercial exchange blurs the lines between the personal and the
professional, how will the economy, government regulation, what it means to have a job, and
our social fabric be affected?

Drawing on extensive research and numerous real-world examples—including Airbnb, Lyft,


Uber, Etsy, TaskRabbit, France’s BlaBlaCar, China’s Didi Kuaidi, and India’s Ola, Sundararajan
explains the basics of crowd-based capitalism. He describes the intriguing mix of “gift” and
“market” in its transactions, demystifies emerging blockchain technologies, and clarifies the
dizzying array of emerging on-demand platforms. He considers how this new paradigm
changes economic growth and the future of work. Will we live in a world of empowered
entrepreneurs who enjoy professional flexibility and independence? Or will we become
disenfranchised digital laborers scurrying between platforms in search of the next wedge of
piecework? Sundararajan highlights the important policy choices and suggests possible new
directions for self-regulatory organizations, labor law, and funding our social safety net.

Tap

Unlocking the Mobile Economy

By Anindya Ghose

Consumers create a data trail by tapping their phones; businesses can tap into this trail to
harness the power of the more than three trillion dollar mobile economy. According to
Anindya Ghose, a global authority on the mobile economy, this two-way exchange can benefit
both customers and businesses. In Tap, Ghose welcomes us to the mobile economy of
smartphones, smarter companies, and value-seeking consumers.

Drawing on his extensive research in the United States, Europe, and Asia, and on a variety of
real-world examples from companies including Alibaba, China Mobile, Coke, Facebook, SK
Telecom, Telefónica, and Travelocity, Ghose describes some intriguingly contradictory
consumer behavior: people seek spontaneity, but they are predictable; they find advertising
annoying, but they fear missing out; they value their privacy, but they increasingly use
personal data as currency. When mobile advertising is done well, Ghose argues, the
smartphone plays the role of a personal concierge—a butler, not a stalker.

Ghose identifies nine forces that shape consumer behavior, including time, crowdedness,
trajectory, and weather, and he examines these how these forces operate, separately and in
combination. With Tap, he highlights the true influence mobile wields over shoppers, the
behavioral and economic motivations behind that influence, and the lucrative opportunities it
represents. In a world of artificial intelligence, augmented and virtual reality, wearable
technologies, smart homes, and the Internet of Things, the future of the mobile economy
seems limitless.

Overcrowded

Designing Meaningful Products in a World Awash with Ideas

By Roberto Verganti

The standard text on innovation advises would-be innovators to conduct creative


brainstorming sessions and seek input from outsiders—users or communities. This kind of
innovating can be effective at improving products but not at capturing bigger opportunities in
the marketplace. In this book Roberto Verganti offers a new approach—one that does not set
out to solve existing problems but to find breakthrough meaningful experiences. There is no
brainstorming—which produces too many ideas, unfiltered—but a vision, subject to criticism.
It does not come from outsiders but from one person’s unique interpretation.

The alternate path to innovation mapped by Verganti aims to discover not how things work
but why we need things. It gives customers something more meaningful—something they can
love. Verganti describes the work of companies, including Nest Labs, Apple, Yankee Candle,
and Philips Healthcare, that have created successful businesses by doing just this. Nest Labs,
for example, didn’t create a more advanced programmable thermostat, because people don’t
love to program their home appliances. Nest’s thermostat learns the habits of the household
and bases its temperature settings accordingly.

Verganti discusses principles and practices, methods and implementation. The process begins
with a vision and proceeds through developmental criticism, first from a sparring partner and
then from a circle of radical thinkers, then from external experts and interpreters, and only
then from users.

Innovation driven by meaning is the way to create value in our current world, where ideas are
abundant but novel visions are rare. If something is meaningful for both the people who create
it and the people who consume it, business value follows.
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Customer-Centric Marketing

A Pragmatic Framework

By R. Ravi and Baohong Sun

The revolution in big data has enabled a game-changing approach to marketing. The
asynchronous and continuous collection of customer data carries rich signals about consumer
preferences and consumption patterns. Use of this data can make marketing adaptive,
dynamic, and responsive to changes in individual customer behavior. This book introduces
state-of-the-art analytic and quantitative methods for customer-centric marketing (CCM).
Rather than using a snapshot from the data to plot a single campaign-centric marketing plan,
these methods draw on cutting-edge research in optimization and interactive marketing with
the goal of maximizing long-term profit from data collected over time. The aim is to teach
readers to apply optimization tools to derive analytical solutions leading to customized,
dynamic, proactive, and real-time marketing decisions.

The book develops the CCM framework and illustrates it with four cases that span the life cycle
of marketing: pricing, win-back, cross-sales, and customer service allocation. The text walks
the reader through real-world examples of applying the framework (supported by spreadsheet
models available online), then explains the key concepts: modeling consumer choice;
segmenting customers into latent classes based on sensitivity; computing customer lifetime
value (CLV); and dynamic optimization. The reader then learns to incorporate the continuous
learning of customer preference into an adaptive feedback loop for marketing decisions. The
book can be used as a text for MBA students or as a professional reference.

This book is based on joint research developed at Carnegie Mellon University when both
authors were on the faculty at the Tepper School of Business.

From Little's Law to Marketing Science

Essays in Honor of John D.C. Little

Edited by John R. Hauser and Glen L. Urban

John D. C. Little of MIT’s Sloan School of Management is famous for his contributions to
operations research and marketing science. He formulated a fundamental theorem in queuing
theory known as Little’s Law, which is used widely in a variety of fields. His work on such topics
as optimal advertising experimentation, advertising budgeting, and aggregate marketing
models, and its subsequent applications, has generated entire streams of research. This
volume gathers papers from prominent researchers, including many of Little’s colleagues and
former colleagues, that reflect this pioneering scholar’s lasting influence.
The book includes a profile of Little, detailing his career accomplishments; writings on
managerial models, including papers on advertising media selection, customer lifetime value,
and micromarketing; discussions of decision information models, covering topics that range
from customer channel choice to stochastic variance assumption; and (in a paper coauthored
by Little) an examination of Little’s Law today.

Consumer Neuroscience

Edited by Moran Cerf and Manuel Garcia-Garcia

Foreword by Philip Kotler

Contrary to the assumptions of economists, consumers are not always rational actors who
make decisions in their own best interests. The new field of behavioral economics draws on
the insights of psychology to study non-rational decision making. The newer field of consumer
neuroscience draws on the findings, tools, and techniques of neuroscience to understand how
consumers make judgments and decisions. This book is the first comprehensive treatment of
consumer neuroscience, suitable for classroom use or as a reference for business and
marketing practitioners.

After an overview of the field, the text offers the background on the brain and physiological
systems necessary for understanding how they work in the context of decision making and
reviews the sensory and perceptual mechanisms that govern our perception and experience.
Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG,
eye-tracking, and biometrics, and their possible use in marketing. The book examines the
relation of attention, memory, and emotion to consumer behavior; cognitive factors in
decision making; and the brain’s reward system. It describes how consumers develop implicit
associations with a brand, perceptions of pricing, and how consumer neuroscience can
encourage healthy behaviors. Finally, the book considers ethical issues raised by the
application of neuroscience tools to marketing.

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