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Let´s say you´re out of something, or you need something, or you want something. Then, seemingly out of the blue, an ad or an offer pops up on your phone to say that very thing is now available at the next store on your right. Did the store read your mind? No. Rather, it drew on data you had tapped into your phone. In Tap, Anindya Ghose welcomes us to the mobile marketing revolution of smartphones, smarter companies, value-seeking consumers, and personalized, curated offers. Drawing on his extensive research in the United States, Europe and Asia, and a variety of real-world examples from different industries around the globe, Ghose investigates what consumers do with their smartphones and how businesses can use knowledge of this data trail to improve their products and services.

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Anindya Ghose, a globally recognized authority on the mobile economy, is Professor of Information, Operations, and Management Science at New York Universitys Leonard N. Stern School of Business, where he codirects the Masters of Business Analytics Capstone program. His opinion pieces and research have been featured on the BBC, CNBC, MSNBC, NPR, NBC, and in The Economist, the New York Times, and the Wall Street Journal.

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