Keep It Real

Pine II, B. Joseph; Gilmore, James H.
January 2008
Marketing Management;Jan/Feb2008, Vol. 17 Issue 1, p18
William Shakespeare's Hamlet holds a message for the marketing world: To thine own self be true. With authenticity appealing more and more to customer sensibilities, those words could not be more important. Organizations today should be true to their own selves, while also being who they say they are to others, according to the authors of this article. Yet the customer experience of actual offerings often fails to live up to what marketers said about them. Now is the time to stop saying what your offerings are through advertising, and create places where people can experience those offers as they actually are. INSET: Meeting the two standards.


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