Authenticity: What Consumers Really Want

Informationen zum Autor James Gilmore and Joseph Pine are co-founders of Strategic Horizons LLP, a 'thinking studio' that combines the best of consulting firms, think tanks, and acting workshops to help companies design all-new say of adding value to their economic offerings. Together they authored the bestseller, The Experience Economy, and edited Marketing of One and Pine himself wrote Mass Customization. Klappentext Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sellor 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. They would rather buy something real from someone genuine, rather than something fake from some phony. When deciding to buy, consumers judge an offerings (and a companys) authenticity as much asif not more thanprice, quality, and availability. Zusammenfassung How authentic is the experience? Is it what they expected? Why or why not? This book introduces the concept of perceived authenticity, or how a consumer experiences a product, service, environment, communication, or person. It provides some practical business advice and talking points for managers and marketers.

Product details

• Authors: James Gilmore, James H. Gilmore, Gilmore James H., B. J. Pine, B. Joseph Pine, B.Joseph Pine, Joseph B. Pine, B. Joseph Pine II, Pine II B. Joseph
• Publisher: Harvard Business Review Press
• Languages: English
• Product format: Hardback
• Released: 11.10.2007
• EAN: 9781591391456
• ISBN: 978-1-59139-145-6
• No. of pages: 320
• Dimensions: 165 mm x 240 mm x 30 mm
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marktforschung, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Customer Relations, Sales and marketing