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Authenticity what consumers really want

James H Gilmore 1959- B. Joseph Pine

Boston, Mass Harvard Business School Press c2007

Localização: FEA - Fac. Econ. Adm. Contab. e Atuária    (658.8342 G488a )(Acessar)

  • Título:
    Authenticity what consumers really want
  • Autor: James H Gilmore 1959-
  • B. Joseph Pine
  • Assuntos: Product management; Consumer behavior; Consumers' preferences; Consumentengedrag; Marketing; Produits commerciaux -- Gestion; COMPORTAMENTO DO CONSUMIDOR; PREFERÊNCIAS; Consommateurs -- Comportement; Consommateurs -- Préférences; Authentizität; Customization; Kundenorientierung; Produktmanagement
  • Notas: Includes bibliographical references (pages 253-281) and index.
  • Descrição: Authenticity : the new business imperative -- the appeal of real -- The demand for authenticity : why now? -- Drivers of the new consumer sensibility -- The supply of inauthenticity : what's going on? -- Reality, fakery, and three axioms of authenticity -- Rendering authenticity : what to do -- Five genres of authenticity -- Fake, fake, it's all fake : why offerings are unauthentic -- Lessons from philosophy -- The real/fake reality : how offerings become authentic -- Two time-honored standards of authenticity -- Deconstructing authenticity : how to assess your business -- Ten elements of authenticity -- From marketing to placemaking : being what you say you are -- The placemaking portfolio -- From strategy to decision making : being true to self -- Here-and-now space -- Finding authenticity : the right direction for you -- Real/fake polarities.
    The authors list the five factors that most directly influence customer perceptions: the operational essence of the enterprise, the nature of its offerings, the effects of the organization's heritage, its sense of purpose and its demonstrable body of values
  • Editor: Boston, Mass Harvard Business School Press
  • Data de criação/publicação: c2007
  • Formato: xiii, 299 pages illustrations 25 cm.
  • Idioma: Inglês
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  • Realização: ABCD-USP USP   Logos de Redes Sociais: Freepik

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