Ebook free pdf file download Authenticity: What Consumers Really Want (English literature) 9781591391456

Authenticity: What Consumers Really Want

Authenticity: What Consumers Really Want

by James H. Gilmore, Joseph B. Pine

Publisher: Harvard Business Review Press
ISBN: 9781591391456
Pages: 299
Format: pdf, ePub, mobi, fb2
File size: 8 Mb
Date posting: 2021-04-19


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 ...