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权威指南：消费者想要什么AUTHENTICITY书籍详细信息
- ISBN：9781591391456
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2007-09
- 页数：299
- 价格：180.90
- 纸张：胶版纸
- 装帧：精装
- 开本：暂无开本
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
内容简介：
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, non-profit, 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
· 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.
书籍目录：
Preface
1 Authenticity
The New Business Imperative
The Appeal of Real
2 The Demand for Authenticity
Why Now?
Drivers of the New Consumer Sensibility
3 The Supply of Inauthenticity
What's Going On?
Reality, Fakery, and Three Axioms of Authenticity
4 Rendering Authenticity
What to Do
Five Genres of Authenticity
5 Fake, Fake, It's AlIFake
Why Offerings Are Inauthentic
Lessons from Philosophy
6 The Real/Fake Reality
How Offerings Become Authentic
Two Time-Honored Standards of Authenticity
7 Deconstructing Authenticity
How to Assess Your Business
Ten Elements of Authenticity
From Marketing to Placemaking
Being What You Say You Are
The Placemaking Portfolio
9 From Strategy to Decision Making
Being True to Self
Here-and-Now Space
Finding Authenticity
The Right Direction for You
Real/Fake Polarities
Notes
Acknowledgments
Index
About the Authors
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作者简介：
James H. Gilmore and B. Joseph Pine II are co-founders of Strategic Horizons LLP and co-authors of the bestseller The Experience Economy.
书籍介绍
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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, non-profit, 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 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.
点击链接进入中文版：
真实经济:消费者真正渴望的是什么
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