权威指南：消费者想要什么AUTHENTICITY

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 availability.
　　In Authenticity, James H. Gilmore and B. Joseph Pine II argue that, to trounce rivals, companies must grasp, manage, and excel at rendering authenticity. Through examples from a wide array of industries as well as government, non-profit, education, and religious sectors, the authors show how to manage customers perception of authenticity by:
　　· Recognizing how businesses fake it
　　· Appealing to the five different genres of authenticity
　　· Charting how to be true to self and what you say you are
　　· Crafting and implementing business strategies for rendering authenticity　　
　　The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly, this book is a must-read for any organization seeking to fulfill consumers intensifying demand for the real deal.

作者简介：
　　James H. Gilmore and B. Joseph Pine II are co-founders of Strategic Horizons LLP and co-authors of the bestseller The Experience Economy.

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.

Preface
1 Authenticity
　The New Business Imperative
　The Appeal of Real
2 The Demand for Authenticity
　Why Now?
　 Drivers of the New Consumer Sensibility
3 The Supply of Inauthenticity
　What's Going On?
　Reality, Fakery, and Three Axioms of Authenticity
4 Rendering Authenticity
　What to Do
　Five Genres of Authenticity
5 Fake, Fake, It's AlIFake
　Why Offerings Are Inauthentic
　Lessons from Philosophy
6 The Real/Fake Reality
　How Offerings Become Authentic
　Two Time-Honored Standards of Authenticity
7 Deconstructing Authenticity
　How to Assess Your Business
　Ten Elements of Authenticity
　From Marketing to Placemaking
　Being What You Say You Are
　The Placemaking Portfolio
9 From Strategy to Decision Making
　Being True to Self
　Here-and-Now Space
Finding Authenticity
The Right Direction for You
　Real/Fake Polarities
Notes
Acknowledgments
Index
About the Authors