Authenticity - James H. Gilmore
contending with the new consumer sensibility
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KORTE INHOUD
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 avail...
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2007 Uitgever: Harvard Business School Press Taal: Engels ISBN-10: 1591391458 ISBN-13: 9781591391456Koop dit boek tweedehands
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