The definitive reference on free vs. paid business models. Marketing has been practiced for centuries around one central tenet: creating an effective message to potential customers so as to generate sales and profits. This method, while proven, is flawed by incompleteness: the message carries no value; only what is sold does. In recent decades, marketers added value to advertising and created so-called "free products". The Mind Share Market uncovers this hidden customer segment that can make or break a business. Through the story of Maria Ezrati, CEO of Etymologic Corporation and over 15 real world examples, executives and managers in all industries will find a philosophical and practical blueprint to understand the dynamics of a zero price.

Capture the Mindshare and the Market Share Will Follow reveals how strong branding creates awareness, provides authentic value, motivates others to act, and builds long-term customer loyalty based on trust and respect. Author Libby Gill helps businesses define and articulate their unique brand promise by exploring case studies and client success stories to help readers master the Six Core Mindshare Methods, including concepts to Clarify, Commit, Collaborate, Connect, Communicate, and Contribute.Readers will see their relationships deepen, opportunities expand, and careers flourish as they learn to differentiate themselves in a competitive environment by promising and delivering massive value.

If competition in business benefits customers, can hypercompetitive pricing -- the zero price -- benefit the seller and the buyer? The Mind Share Market explores how to price for adoption and revenue, how to monetize free products and their role in society. Three business models enable free vs. paid strategies. Tying relies on selling two indissociable offerings. Freemium makes a product or service available at no cost while others are monetized. Two-sided markets, or multi-sided markets, create a platform of interaction between distinct and complementary users. Pujol presents over 13 methods to monetize free products and the challenges in making this work commercially. Through the expanding domains of open source, education and technology, Mind Share Markets play a central role in business and in life. In econimics, they turn classic marketing based on message sharing into productive marketing based on value sharing. There, mindshare becomes a currency. In life, they reduce scarcity by making the essential available and affordable to all, enabling everyone the same access, no matter their resources.

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Stan Anderson, age 35, and his wife Suzie, were shocked by the presidential election results of November 2016. They had already decided that they could not rely strictly on Social Security for their retirement, and after an initial dip, the stock market recovered and raced upward. The couple agreed they needed to buy stocks right awayor else theyd be left behind as prices advanced. Instead of making a rational and objective decision, their minds had taken over their investment decision, which is usually the road to ruin. Stephen H. Archer, one of the worlds prominent economists, explores how the stock market works and how to stay away from making emotional investment decisions in The Mind and the Stock Market. He explains why its wise to diversify investments, and he also argues that its wise to consider allocating some money to corporate bonds, government debt, commodities, real estate, coins, insurance, currencies, the arts, and precious metals. From the stock market, initial public offerings, stock futures, stock options, retirement accounts, inflation, economic indicators and more, this primer for beginning investors is essential reading for anyone who wants to make wiser decisions.

A colorful history of US research universities, and a market-based theory of their global success. American education has its share of problems, but it excels in at least one area: university-based research. That’s why American universities have produced more Nobel Prize winners than those of the next twenty-nine countries combined. Economist Miguel Urquiola argues that the principal source of this triumph is a free-market approach to higher education. Until the late nineteenth century, research at American universities was largely an afterthought, suffering for the same reason that it now prospers: the free market permits institutional self-rule. Most universities exploited that flexibility to provide what well-heeled families and church benefactors wanted. They taught denominationally appropriate materials and produced the next generation of regional elites, no matter the students’—or their instructors’—competence. These schools were nothing like the German universities that led the world in research and advanced training. The American system only began to shift when certain universities, free to change their business model, realized there was demand in the industrial economy for students who were taught by experts and sorted by talent rather than breeding. Cornell and Johns Hopkins led the way, followed by Harvard, Columbia, and a few dozen others that remain centers of research. By the 1920s the United States was well on its way to producing the best university research. Free markets are not the solution for all educational problems. Urquiola explains why they are less successful at the primary and secondary level, areas in which the United States often lags. But the entrepreneurial spirit has certainly been the key to American leadership in the research sector that is so crucial to economic success.