000			01963nam a22002177a 4500
999			_c907 _d907
005			20210122123412.0
008			210122b ||||| |||| 00| 0 eng d
020			_a9781591391456
082			_a658.8343 _bGIL
100			_aGilmore, James H. _92237
245			_aAuthenticity: what consumers really want
260			_bHarvard Business Review Press _aMassachusetts _c2007
300			_axiii, 299 p.
365			_aINR _b799.00
520			_aContrived. 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.
650			_aProduct management _9334
650			_aConsumer behavior _9368
650			_aConsumers' preferences _9866
700			_aPine, B. Joseph _92321
942			_2ddc _cBK