Authenticity: What Consumers Really Want

By James H Gilmore, B Joseph Pine Ii, Joseph B Pine, II

Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sellor 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 offerings (and a companys) authenticity as much asif not more thanprice, quality, and availability.




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ISBN: 9781591391456

About the Hardcover

Publisher Harvard Business School Press
Publish date 10/18/2007
Pages 299
ISBN-13 9781591391456
ISBN-10 1591391458
Language English

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