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Trading Up: Why Consumers Want New Luxury Goods - and How Companies Create Them

Autor Michael J. Silverstein, Neil Fiske
en Limba Engleză Paperback – 2 aug 2008
Trading up isn't just for the wealthy anymore. These days no one is shocked when a secretary buys silk pyjamas. Or a young professional buys only premium wines. Or a builder splurges [1,500 on a new set of golf clubs. In dozens of categories, these new luxury' brands sell at huge premiums over conventional goods, and in much larger volumes than traditional 'old luxury' goods. Trading Up is the definitive book on this growing trend.'
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Specificații

ISBN-13: 9781591840701
ISBN-10: 1591840708
Pagini: 320
Ilustrații: b/w photos and illustrations throughout
Dimensiuni: 139 x 215 x 21 mm
Greutate: 0.31 kg
Editura: Penguin Random House Group
Colecția Portfolio
Locul publicării:New York, United States

Descriere

In dozens of categories, 'new luxury' brands sell at huge premiums over conventional goods, and in much larger volumes than traditional 'old luxury' goods. Trading Up is the definitive book on this growing trend.