Authenticity : what consumers really want /
Gilmore, James H., 1959- ,
Authenticity : what consumers really want / James H. Gilmore, B. Joseph Pine II. - xiii, 299 páginas : ilustraciones ; 25 cm.
Incluye bibliografía (p. [253]-281).
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.
1591391458 9781591391456
Administración de productos.
Comportamiento del consumidor.
Preferencias de los consumidores.
658.8343 / G488a 2007
Authenticity : what consumers really want / James H. Gilmore, B. Joseph Pine II. - xiii, 299 páginas : ilustraciones ; 25 cm.
Incluye bibliografía (p. [253]-281).
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.
1591391458 9781591391456
Administración de productos.
Comportamiento del consumidor.
Preferencias de los consumidores.
658.8343 / G488a 2007