Trading Up

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

Business & Finance, Marketing & Sales, Research, Customer Service, Sales & Selling
Cover of the book Trading Up by Michael J. Silverstein, Neil Fiske, John Butman, Penguin Publishing Group
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Author: Michael J. Silverstein, Neil Fiske, John Butman ISBN: 9781440638862
Publisher: Penguin Publishing Group Publication: April 29, 2008
Imprint: Portfolio Language: English
Author: Michael J. Silverstein, Neil Fiske, John Butman
ISBN: 9781440638862
Publisher: Penguin Publishing Group
Publication: April 29, 2008
Imprint: Portfolio
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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