Authenticity: What Consumers Really Want
Condition: SECONDHAND
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Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sell or how you sell it? If so, welcome to the club. Inundated by fakes and sophisticated counterfeits, people increasingly see the world in terms of real or fake. When deciding to buy, consumers judge an offering's (and a company's) authenticity as much as if not more than price, quality, and availability. In Authenticity , James H. Gilmore and B. Joseph Pine II argue that, to trounce rivals, companies must grasp, manage, and excel at rendering authenticity. Through examples from a wide array of industries as well as government, non-profit, education, and religious sectors, the authors show how to manage customers' perception of authenticity.
Author: James H. Gilmore
Format: Hardback, 320 pages, 165mm x 241mm, 623 g
Published: 2007, Harvard Business Review Press, United States
Genre: Careers & Success
Description
Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sell or how you sell it? If so, welcome to the club. Inundated by fakes and sophisticated counterfeits, people increasingly see the world in terms of real or fake. When deciding to buy, consumers judge an offering's (and a company's) authenticity as much as if not more than price, quality, and availability. In Authenticity , James H. Gilmore and B. Joseph Pine II argue that, to trounce rivals, companies must grasp, manage, and excel at rendering authenticity. Through examples from a wide array of industries as well as government, non-profit, education, and religious sectors, the authors show how to manage customers' perception of authenticity.
Authenticity: What Consumers Really Want