Authenticity PDF
By:James H. Gilmore,B. Joseph Pine II
Published on 2007-10-18 by 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 authenticity. Through examples from a wide array of industries as well as government, nonprofit, education, and religious sectors, the authors show how to manage customers' perception of authenticity by: recognizing how businesses |fake it;| appealing to the five different genres of authenticity; charting how to be |true to self| and what you say you are; and crafting and implementing business strategies for rendering authenticity. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly, this book is a must-read for any organization seeking to fulfill consumers' intensifying demand for the real deal.
This Book was ranked at 22 by Google Books for keyword Nouvelles expériences.
Book ID of Authenticity's Books is 03P_BgAAQBAJ, Book which was written byJames H. Gilmore,B. Joseph Pine IIhave ETAG "pytcVmWjpJI"
Book which was published by Harvard Business Review Press since 2007-10-18 have ISBNs, ISBN 13 Code is 9781633690578 and ISBN 10 Code is 1633690571
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Book which have "320 Pages" is Printed at BOOK under CategoryBusiness and Economics
Book was written in en
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