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Authenticity

What Consumers Really Want

Authenticity( 1 customer ratings | )
Author: Gilmore, James H.
Pine, B. Joseph
ISBN:978-1-59139-145-6
Publication Date:Oct 2007
Publisher:Harvard Business Review Press
Book Format:Hardback
List Price:USD $35.00
Book Description:

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. 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...
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Book Details
Pages:320
Detailed Subjects: Business & Economics / Marketing / General
Business & Economics / Consumer Behavior
Physical Dimensions (W X L X H):6.474 x 9.438 x 0.476 Inches
Book Weight:0.002 Pounds



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