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Companies everywhere face two major challenges today: getting noticed and getting paid. To conífront these obstacles, Bharat Anand examines a range of businesses around the world, from Chinese Internet giant Tencent to Scandinavian digital trailíblazer Schibsted, from The New York Times to The Economist, and from talent management to the future of education. Drawing on these stories and on the latíest research in economics, strategy, and marketing, this refreshingly engaging book reveals important lessons, smashes celebrated myths, and reorients strategy. Companies that now flourish are finding that the connections they foster are more important than the content they create. Success comes not from making the best content but from recognizing how content enables customers’ connectivity; it comes not from protecting the value of content at all costs but from unearthing related opportunities close by; and it comes not from mimicking competitors’ best practices but from seeing choices as part of a connected whole. Digital change means that everyone today can reach and interact with others directly: We are all in the conítent business. But that comes with risks that Bharat Anand teaches us to recognize and navigate. Filled with conversations with key players and in-depth disípatches from the front lines of digital change, The Content Trap is an essential new playbook for navigatíing the turbulent waters in which we find ourselves.
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