Gurus and Oracles: The Marketing of Information
Gurus and Oracles: The Marketing of Information
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大师和神谕：信息营销
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发表时间：
2011
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通讯作者：
M. Sarvary
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作者：
M. Sarvary
我们生活在一个数据过剩、传输速度极快的“信息时代”。然而，尽管信息和知识是大多数经济决策中的关键因素，但我们常常忘记，数据、信息和知识是在知识经济中创造和交易的产品。Miklos Sarvary在《guru and Oracles》一书中描述了信息产业——一个由以向决策者出售信息为核心业务的公司组成的广阔宇宙。这些公司包括像汤森路透这样历史悠久的公司（成立于1850年，以信鸽传递股市消息起家），以及像b谷歌和Facebook这样的新公司。Sarvary强调了信息和知识的特殊性，并为它们分析了市场的不寻常行为。他展示了技术是如何促进这个领域的惊人增长的，以及新的信息市场是如何改变我们的经济环境的。经济学、商业战略和市场营销方面的研究表明，信息不同于其他商品和服务；在竞争环境中尤其如此，并可能导致奇怪的竞争市场结果。例如，Sarvary指出，不可靠的信息可能比可靠的信息更昂贵；信息销售者最好邀请竞争对手进入他们的市场，因为这可能使他们提高价格；竞争可能会导致媒体偏见加剧，但这可能有利于想要发现真相的消费者。在《大师与神谕》一书中，Sarvary探讨了这些和其他特性对信息买家和卖家的影响。
We live in an “Information Age” of overabundant data and lightning-fast transmission. Yet although information and knowledge represent key factors in most economic decisions, we often forget that data, information, and knowledge are products created and traded within the knowledge economy. In Gurus and Oracles, Miklos Sarvary describes the information industry--the far-flung universe of companies whose core business is to sell information to decision makers. These companies include such long-established firms as Thomson Reuters (which began in 1850 with carrier pigeons relaying stock market news) as well as newer, dominant players like Google and Facebook. Sarvary highlights the special characteristics of information and knowledge and analyzes the unusual behaviors of the markets for them. He shows how technology contributes to the spectacular growth of this sector and how new markets for information change our economic environment. Research in economics, business strategy, and marketing has shown that information is different from other goods and services; this is especially true in competitive settings and may result in strange competitive market outcomes. For example, Sarvary points out, unreliable information may be more expensive than reliable information; information sellers may be better off inviting competitors into their market because this may allow them to increase their prices; and competition may lead to increased media bias--but this may benefit consumers who want to discover the truth. In Gurus and Oracles, Sarvary explores the implications of these and other peculiarities for information buyers and sellers.