Authenticity : what consumers really want
James H. Gilmore; B. Joseph Pine II
| Year of publication: |
c 2007
|
|---|---|
| Authors: | Gilmore, James H. |
| Other Persons: | Pine, B. Joseph (contributor) |
| Publisher: |
Boston, Mass. : Harvard Business School Press |
| Subject: | Konsumentenverhalten | Consumer behaviour | Produktmanagement | Product management | USA | United States | Authentizität | Customization | Kundenorientierung |
| Description of contents: | Table of Contents [gbv.de] ; Table of Contents [loc.gov] ; Description [loc.gov] ; Description [loc.gov] |
| Extent: | XIII, 299 S. graph. Darst. 25 cm |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Als Praxisbeispiele dienen vor allem das Unternehmen "Walt Disney Company" und die Kaffeehaus-Kette "Starbucks". Authenticity : the new business imperativethe 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. |
| ISBN: | 1-59139-145-8 ; 978-1-59139-145-6 ; 978-1-63369-057-8 |
| Classification: | Marketing |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003451804