000			02012nam a2200265 a 4500
001			58652
005			20260219124011.0
020			_a9781591391456
040			_aAIS _dAIS
100			_aB. Joseph Pine II
100			_aJames H. Gilmore
245			_aAuthenticity: What Consumers Really Want
082			_a658.8'34
260			_aUSA _bHarvard Business School Press _c2007
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.
655			_aProduct management
655			_aConsumer behavior
655			_aConsumers' preferences
655			_aNonfiction
655			_aBusiness
655			_aPsychology
655			_aPhilosophy
655			_aDesign
650			_aHRM: Contemporary Issues (HRM2074-N )
999			_c58652 _d58652