by James H. Gilmore, B. Joseph Pine II · Harvard Business Review Press · tapa dura · ISBN 9781591391456
VAT included
Hamelyn quality guarantee · checked and verified, or your money back
«Authenticity: What Consumers Really Want» is the business essay by James H. Gilmore and B. Joseph Pine II (Harvard Business Review Press, hardcover).
The book argues that consumers prefer the real over the fake and that perceived authenticity matters as much as price or quality. It explains how to manage that perception, distinguishes five genres of authenticity, and proposes strategies for staying true to oneself and to promises, with examples from business, government, and education.
Published in 2007, in English, 320 pages. James H. Gilmore and B. Joseph Pine II are also the authors of The Experience Economy.
For marketing and business management professionals interested in consumer behavior.
Tapa dura
