Trading Up
Why Consumers Want New Luxury Goods--and How Companies Create Them| By: | Michael J. Silverstein; Neil Fiske; John Butman |
| Publisher: | Penguin US |
| Print ISBN: | 9781591840701 |
| eText ISBN: | 9781440638862 |
| Edition: | 0 |
| Copyright: | 2008 |
| Format: | Reflowable |
Lifetime - $21.59
eBook Features
Instant Access
Purchase and read your book immediately
Read Offline
Access your eTextbook anytime and anywhere
Study Tools
Built-in study tools like highlights and more
Read Aloud
Listen and follow along as Bookshelf reads to you
Details
Table of Contents
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.