Authenticity

What Consumers Really Want

By: James H. Gilmore, B. Joseph Pine II

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Hardcover | 18 October 2007

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Hardcover
320 Pages

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24.1 x 16.5 x 2.06

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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, nonprofit, 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; and 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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Non-Fiction Business & Management Management & Management Techniques Management of Specific Areas Production of Quality Control Management Society & Culture Social Issues & Processes Consumerism Sales & Marketing Market Research Management Decision Making Customer Services

Preface	p. xi
Authenticity: The New Business Imperative	p. 1
The Appeal of Real
The Demand for Authenticity: Why Now?	p. 9
Drivers of the New Consumer Sensibility
The Supply of Inauthenticity: What's Going On?	p. 31
Reality, Fakery, and Three Axioms of Authenticity
Rendering Authenticity: What to Do	p. 45
Five Genres of Authenticity
Fake, Fake, It's All Fake: Why Offerings Are Inauthentic	p. 81
Lessons from Philosophy
The Real/Fake Reality: How Offerings Become Authentic	p. 95
Two Time-Honored Standards of Authenticity
Deconstructing Authenticity: How to Assess Your Business	p. 115
Ten Elements of Authenticity
From Marketing to Placemaking: Being What You Say You Are	p. 147
The Placemaking Portfolio
From Strategy to Decision Making: Being True to Self	p. 179
Here-and-Now Space
Finding Authenticity: The Right Direction for You	p. 219
Real/Fake Polarities
Notes	p. 253
Acknowledgments	p. 283
Index	p. 287
About the Authors	p. 301
Table of Contents provided by Ingram. All Rights Reserved.

Authenticity

What Consumers Really Want

At a Glance

Hardcover

Shipping

How to return your order

Defective items

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