Question
Case study - Authenticity - Is It Real or Is It marketing?
After reading the attached interactive case, please write a paragraph as case summary and then respond to the following questions:
1. Should Gordon continue to back Marty''s unrestrained authenticity approach?
2. How important is it for there to be a match between the internal and external marketing environment of a firm?
3. Is the "authenticity" factor only important for the certain types of firms? If so, what types? In other words, is this likely to be just as important for companies making soap, selling insurance, etc.
Download Case study
https://www.dropbox.com/s/g8gniisymcm9o20/authncity%20%20marketing.pdf?dl=0