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In 1998, Pine a Gilmore identified qexperiencesq as economic offerings distinct from commodities, products, and services. In so doing, they launched an entire field of consulting in qexperiential marketingq and qexperience management.q 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 qrender authenticityq 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.Consider, for example, how the Geek Squad opened Geek Squad City in Hillview , Kentucky, in October 2006 as an around-the-clock remote repair facility. Since few will actually ... The company also created several LEGO Imagination Centers at other experience hubs, the Mall of America and Downtown Disney in Orlando, that expose kids to its toys in an interactive, playful atmosphere. It placed Mind-anbsp;...

Author:James H. Gilmore, B. Joseph Pine
Publisher: - 2007


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