Authenticity: What Consumers Really Want by James H. Gilmore 2007
Authenticity: What Consumers Really Want. By Gilmore, James H.; Pine II, B. Joseph, Harvard Business Review Press, 2007.
Business & Economics (Marketing)
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. 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.
Secure binding with clean pages and light wear. The dust jacket is mildly rubbed. Hardcover book.