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Trading Up : Why Consumers Want New Luxury Goods--And How Companies Create Them
by Michael J. Silverstein and Neil Fiske and John Butman




Overview -
Trading up isn't just for the wealthy anymore. These days no one is shocked when an administrative assistant buys silk pajamas at Victoria's Secret. Or a young professional buys only Kendall-Jackson premium wines. Or a construction worker splurges on a $3,000 set of Callaway golf clubs.

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

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More About Trading Up by Michael J. Silverstein; Neil Fiske; John Butman

 
 
 

Overview

Trading up isn't just for the wealthy anymore. These days no one is shocked when an administrative assistant buys silk pajamas at Victoria's Secret. Or a young professional buys only Kendall-Jackson premium wines. Or a construction worker splurges on a $3,000 set of Callaway golf clubs.

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


This item is Non-Returnable.

 

Details

  • ISBN-13: 9781591840701
  • ISBN-10: 1591840708
  • Publisher: Portfolio
  • Publish Date: May 2008
  • Page Count: 300
  • Reading Level: Ages 18-UP
  • Dimensions: 8.47 x 5.48 x 0.83 inches
  • Shipping Weight: 0.65 pounds


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