您现在的位置：快乐比价网 > 图书 > 经济管理 > 理财 > 商品详情

权威指南：消费者想要什么AUTHENTICITY

分享到：

最低价：￥183.20

定价：￥229.00

作者：James H. Gilmore　等著著

出版社：Oversea Publishing House

出版时间：2007-9-1

I S B N：9781591391456

价格比较

商品详情

商品评论(0条)

权威指南：消费者想要什么AUTHENTICITY

送货上门

价格
183.20元

Authenticity: What Consumers Really Want 顾客要什么

送货上门

价格
190.10元

权威指南：消费者想要什么AUTHENTICITY

送货上门

价格
206.10元

商品详情

编辑推荐

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.

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.

作者简介

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