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Authenticity: What Consumers Really Want: Book by B.Joseph Pine II

Authenticity: What Consumers Really Want

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ISBN: 9781591391456    Publisher: Harvard Business School Publishing Year of publishing: 2007     Format:  Hardback Language: English
In 1998, Pine and Gilmore identified "experiences" as economic offerings distinct from commodities, products, and services. In so doing, they launched an entire field of consulting in "experiential marketing"...Read more
In 1998, Pine and Gilmore identified "experiences" as economic offerings distinct from commodities, products, and services. In so doing, they launched an entire field of consulting in "experiential marketing" and "experience management." Since then, they have been studying how consumers determine the value of their paid-for experiences. One trait has risen to prominence: authenticity. How authentic is the experience? Is it what they expected? Why or why not? The authors introduce the concept of perceived authenticity, or how a consumer experiences a product, service, environment, communication, or person. Therefore, businesses must understand what it means to "render authenticity" in their consumer offerings and outreach, and they must learn to manage the process of, and excel at, rendering authenticity and behaving authentically. This book is arguably the first to provide some practical business advice and talking points for managers and marketers.
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About the author: B.Joseph Pine II
Jim Gilmore and Joe Pine are co-founders of Strategic Horizons LLP, a 'thinking studio' that combines the best of consulting firms, think tanks, and acting... Read more
Jim Gilmore and Joe Pine are co-founders of Strategic Horizons LLP, a 'thinking studio' that combines the best of consulting firms, think tanks, and acting workshops to help companies design all-new say of adding value to their economic offerings. Together they authored the bestseller, The Experience Economy, and edited Marketing of One and Pine himself wrote Mass Customization.
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