By Гилмор Дж. Х. , …
In the age of the Experience Economy, a curious paradox emerges: the more fabricated the world seems, the more we crave what is real. As reality is defined, altered, and commodified, consumers respond to what is appealing, personal, memorable, and, above all, authentic. If consumers don't perceive your offerings as genuine, you risk being branded a "fake" and losing sales.
Authenticity: What Consumers Really Want explores this new consumer sensibility. In a world saturated with staged experiences – an increasingly unreal world – businesses must learn to understand, manage, and excel at presenting Authenticity with a capital "A".
Business offerings must become genuine. This new challenge can best be defined as managing the consumer perception of authenticity. In an era where consumers crave something real, this has become the new law of business, and success will go to those who understand what is real and what is fake, and what elements contribute to shaping consumer perceptions. This is the subject of this book.
Building upon their bestselling book, The Experience Economy, B. Joseph Pine II and James H. Gilmore explain that mere presence, price, and quality are no longer sufficient. Today, when consumers buy, they seek something authentic. Satisfy the demand for authenticity – and you will capture not only the hearts and minds of consumers, but also their wallets.
From Starbucks to Geek Squad, from Venice to The Venetian, Gilmore and Pine explore how successful enterprises identify with consumers' self-perceptions and desires. Anticipating the creation of a new management discipline, Authenticity offers practical tools for you and your business, namely:
Authenticity: What Consumers Really Want provides a comprehensive guide to understanding and leveraging authenticity in your business. Whether you're a seasoned executive or an aspiring entrepreneur, this book offers valuable insights and practical tools to help you connect with consumers on a deeper level and drive sustainable growth. Don't get left behind in the Experience Economy – discover the power of authenticity today!
Authenticity gives you the key to identifying your business with the consumer perception of what is personal, valuable, and real.