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Review

‘Fun, memorable stories and studies about how our words can make a difference . . . regardless of how large your brand is.’ -- Seth Godin, author of This is Marketing

‘This book will be to Marketing what Freakonomics was to Economics-a unique, fresh, and interesting way of looking at a discipline. Full of insights for anyone interested in learning about how words and language influence us.’ -- Erin Meyer, professor, INSEAD Business School and author of The Culture Map and No Rules Rules

‘Mine Your Language is meticulously researched and a great read. Abhishek assembles a motley set of lively, novel, and rigorous information on language in business management. The book is relevant for managers looking to understand how language choices can lead to business success but also for the curious student who wants to know how text mining can be applied for generating actionable insights.’ -- Don Tapscott C.M., bestselling author, multiple TED speaker and executive chair of the Blockchain Research Institute

‘Words and phrasing matter. The use of a single word choice can dramatically affect its meaning and lead an audience to resonantly take offense, stimulate a viral response and more. This delightful book discusses real experiments and field studies on large data sets for insights that are useful to anyone wanting to get customer interactions, taglines, or social media comments right.’ -- David Aaker, professor emeritus, University of California, Berkeley's Haas School of Business; vice chairman at Prophet; author of The Future of Purpose-Driven Branding

‘Like the goldmines of data that Mine Your Language focuses on, this book is a goldmine for anyone who wants to understand how language is key to business and personal success. A thoroughly researched, timely, and extremely useful book full of cool insights.’ -- Vijay Govindarajan (VG), Coxe Distinguished Professor, Tuck School of Business, Dartmouth College and bestselling author, Three Box Solution

'Mine your Language is a creative book on how language influences the world of business. Abhishek is a highly-skilled management scientist whose ability to translate academic and scientific work into managerial insights is useful for business leaders. His writing is simple, sharp and stimulating. I wish I had such skills!'

Dipak Chand Jain, vice chancellor, Jio Institute; former dean, Kellogg School of Management, USA; former dean, INSEAD; former dean, Sasin Graduate Institute of Business Administration of Chulalongkorn University; former co-president and global advisor of China Europe International Business School (CEIBS)

- -

‘Reading this groundbreaking book helps us discover the profound impact of language on consumer behaviour and business strategy. Seamlessly blending academic insight with real-world examples, the book unveils the transformative power of text mining in deciphering market nuances. Essential for marketers, entrepreneurs, and the innately curious, this book is a masterclass in leveraging linguistics for success in the digital and AI era.’ -- Anindya Ghose, Heinz Riehl Chair Professor at NYU Stern, author of TAP: Unlocking The Mobile Economy

‘A timely and practical book in this data-driven world. Whether you are a management scholar seeking to harness cutting-edge text mining techniques to unravel exciting new research questions or a business professional aiming to leverage the treasure trove of textual data to gain competitive edge, this book is for you. Abhishek Borah distils scientific studies weaving them together with real-world case examples and personal stories to take us through the fascinating world of language analysis. Simply written. Deeply insightful. Immediately applicable.’ -- Kriti Jain, associate professor, IE Business School, Thinkers50 Radar

About the 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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Mine Your Language Influence, Engage, Predict

Mine Your Language Influence, Engage, Predict

ISBN: 9780143461623
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  • ISBN: 9780143461623
  • Author: Abhishek Bora
  • Publisher: Penguin Books
  • Pages: 448
  • Format: Paperback
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Review

‘Fun, memorable stories and studies about how our words can make a difference . . . regardless of how large your brand is.’ -- Seth Godin, author of This is Marketing

‘This book will be to Marketing what Freakonomics was to Economics-a unique, fresh, and interesting way of looking at a discipline. Full of insights for anyone interested in learning about how words and language influence us.’ -- Erin Meyer, professor, INSEAD Business School and author of The Culture Map and No Rules Rules

‘Mine Your Language is meticulously researched and a great read. Abhishek assembles a motley set of lively, novel, and rigorous information on language in business management. The book is relevant for managers looking to understand how language choices can lead to business success but also for the curious student who wants to know how text mining can be applied for generating actionable insights.’ -- Don Tapscott C.M., bestselling author, multiple TED speaker and executive chair of the Blockchain Research Institute

‘Words and phrasing matter. The use of a single word choice can dramatically affect its meaning and lead an audience to resonantly take offense, stimulate a viral response and more. This delightful book discusses real experiments and field studies on large data sets for insights that are useful to anyone wanting to get customer interactions, taglines, or social media comments right.’ -- David Aaker, professor emeritus, University of California, Berkeley's Haas School of Business; vice chairman at Prophet; author of The Future of Purpose-Driven Branding

‘Like the goldmines of data that Mine Your Language focuses on, this book is a goldmine for anyone who wants to understand how language is key to business and personal success. A thoroughly researched, timely, and extremely useful book full of cool insights.’ -- Vijay Govindarajan (VG), Coxe Distinguished Professor, Tuck School of Business, Dartmouth College and bestselling author, Three Box Solution

'Mine your Language is a creative book on how language influences the world of business. Abhishek is a highly-skilled management scientist whose ability to translate academic and scientific work into managerial insights is useful for business leaders. His writing is simple, sharp and stimulating. I wish I had such skills!'

Dipak Chand Jain, vice chancellor, Jio Institute; former dean, Kellogg School of Management, USA; former dean, INSEAD; former dean, Sasin Graduate Institute of Business Administration of Chulalongkorn University; former co-president and global advisor of China Europe International Business School (CEIBS)

- -

‘Reading this groundbreaking book helps us discover the profound impact of language on consumer behaviour and business strategy. Seamlessly blending academic insight with real-world examples, the book unveils the transformative power of text mining in deciphering market nuances. Essential for marketers, entrepreneurs, and the innately curious, this book is a masterclass in leveraging linguistics for success in the digital and AI era.’ -- Anindya Ghose, Heinz Riehl Chair Professor at NYU Stern, author of TAP: Unlocking The Mobile Economy

‘A timely and practical book in this data-driven world. Whether you are a management scholar seeking to harness cutting-edge text mining techniques to unravel exciting new research questions or a business professional aiming to leverage the treasure trove of textual data to gain competitive edge, this book is for you. Abhishek Borah distils scientific studies weaving them together with real-world case examples and personal stories to take us through the fascinating world of language analysis. Simply written. Deeply insightful. Immediately applicable.’ -- Kriti Jain, associate professor, IE Business School, Thinkers50 Radar

About the 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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