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Gilmore James H. - Pine B. Josph : Authenticity. What Consumers Really...
15,00 €
Käytetty - erinomainen (K4)
Sidottu, kansipaperi
299
Finn-Scholar - Tietokirjoja
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Tiedot
Kustantaja/julkaisija
Harvard Business School Press
Sidosasu
Sidottu
ISBN
1591391458
9781591391456
Tuoteryhmät
Ei tiedossa
Kieli
englanti
Muut tekijät
Alkuperäinen nimi
-
Esittely
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.
Aiheet
Authenticity.
Consumers.
Consumer behaviour.
Marketing.
Product management.
markkinointi
tuotteet
autenttisuus
aitous
tuotekehitys
tuotesijoittelu
brändit
jäljennökset
mielikuvat
kuluttajat
kuluttajakäyttäytyminen
ostokäyttäytyminen
tuotannonohjaus
tuotannonsuunnittelu
Consumer behavior.
Consumers' preferences.
asiakaslähtöisyys
kauppa
tavaramerkit