Authenticity: What Consumers Really Want by James H. Gilmore, Joseph B. Pine

Authenticity: What Consumers Really Want


Authenticity.What.Consumers.Really.Want.pdf
ISBN: 9781591391456 | 299 pages | 15 Mb

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Authenticity: What Consumers Really Want James H. Gilmore, Joseph B. Pine
Publisher: Harvard Business Review Press


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. They would rather buy something real from someone genuine, rather than something fake from some phony. 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 ...

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