权威指南：消费者想要什么AUTHENTICITY fb2 pdf azw3 网盘 rtf 免费 下载 txt

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.

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

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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.

书籍介绍

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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.

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真实经济:消费者真正渴望的是什么