TY  - BOOK
AU  - Gilmore,James H.
AU  - Pine,B.Joseph
TI  - Authenticity: what consumers really want 
SN  - 9781591391456 (hardcover : alk. paper)
AV  - HF 5415.15 G55.2007
PY  - 2007///,
CY  - Boston, Massachusetts
PB  - Harvard Business School Press
KW  - Product management
KW  - Administración del producto
KW  - Consumer behavior
KW  - Comportamiento del consumidor
KW  - Consumers' preferences
KW  - Preferencias de los consumidores
N1  - Incluye referencias bibliográficas (páginas [253]-281) e índice; Authenticity : the new business imperative -- the 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
ER  -