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Authenticity what consumers really want
James H Gilmore 1959- B. Joseph Pine
Boston, Mass Harvard Business School Press c2007
Localização:
FEA - Fac. Econ. Adm. Contab. e Atuária
(658.8342 G488a )
(Acessar)
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Título:
Authenticity what consumers really want
Autor:
James H Gilmore 1959-
B. Joseph Pine
Assuntos:
Product management
;
Consumer behavior
;
Consumers' preferences
;
Consumentengedrag
;
Marketing
;
Produits commerciaux -- Gestion
;
COMPORTAMENTO DO CONSUMIDOR
;
PREFERÊNCIAS
;
Consommateurs -- Comportement
;
Consommateurs -- Préférences
;
Authentizität
;
Customization
;
Kundenorientierung
;
Produktmanagement
Notas:
Includes bibliographical references (pages 253-281) and index.
Descrição:
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.
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
Editor:
Boston, Mass Harvard Business School Press
Data de criação/publicação:
c2007
Formato:
xiii, 299 pages illustrations 25 cm.
Idioma:
Inglês
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