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Authenticity - What Consumers Really Want (Hardcover)
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Authenticity - What Consumers Really Want (Hardcover)
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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.
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