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

Marketing Research International Marketing Service Industry business

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At a Glance

Why This Clicks

Luxury Goes Mainstream

A clear-eyed look at why premium brands now reach well beyond the traditional luxury customer.

Come here for

The shift from old luxury to higher-volume premium goods
Examples spanning wine, clothing, and golf equipment

Expect

A business-focused lens on changing consumer tastes
A concise introduction to the trading-up trend

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

Affinity

Publisher Categories

Customer Relations
Marketing Research
Sales & Selling

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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