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Authenticity : what consumers really want

Autor: James H Gilmore; B Joseph Pine
Editora: Boston, Mass. : Harvard Business School Press, 2007. ©2007
Edição/Formato   Imprimir livro : InglêsVer todas as edições e formatos
Resumo:
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.
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Detalhes

Formato Físico Adicional: Online version:
Gilmore, James H., 1959-
Authenticity
(OCoLC)989691079
Tipo de Material: Recurso Internet
Tipo de Documento Livro, Recursos de internet
Todos os Autores / Contribuintes: James H Gilmore; B Joseph Pine
ISBN: 9781591391456 1591391458
Número OCLC: 123818314
Descrição: xiii, 299 pages : illustrations ; 25 cm
Conteúdos: 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.
Responsabilidade: James H. Gilmore, B. Joseph Pine II.
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Resumo:

How authentic is the experience? Is it what they expected? Why or why not? This book introduces the concept of perceived authenticity, or how a consumer experiences a product, service, environment,  Ler mais...

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