Book

Trading Up

Name: Trading Up
ISBN: 9781591840701

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

Michael J. Silverstein, Neil Fiske, John Butman

Penguin Publishing Group · Print & ebook · April 29, 2008

Reading lane: Marketing Research

Business & Economics business motivational improvement

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At a Glance

Who It's For

Good for readers interested in businessGood for fans of BusinessGood for readers who enjoy Marketing Research and International Marketing.

Book Details

Authors: Michael J. Silverstein, Neil Fiske, John Butman
Publisher: Penguin Publishing Group
Published: April 29, 2008
Format: Print & ebook
Theme: Marketing Research · International Marketing
Reading lane: Marketing Research

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Marketing Research

About This Book

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 def...

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