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Trading Up: Why Consumers Want New Luxury Goods--And How Companies Create Them

Trading Up: Why Consumers Want New Luxury Goods--And How Companies Create Them Paperback - 2008

by Silverstein, Michael J.; Fiske, Neil; Butman, John

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An upbeat survey of a range of consumer brands . . . which, the authors argue, are successful because they appeal not just to the material needs of consumers but to their emotional desires--"The New Yorker." Illustrated.

Description

Portfolio, 2008. Paperback. Good. Missing dust jacket; Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less.Dust jacket quality is not guaranteed.
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Summary

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.

From the publisher

Michael J. Silverstein is a senior vice president of The Boston Consulting Group and the coauthor of the business bestseller Trading Up. He works with leading companies around the world.

 

 


Neil Fiske is the former head of the Chicago office of The Boston Consulting Group and is now the CEO of Bath & Body Works.


John Butman is an established business author and journalist.

First line

America's middle-market consumers are trading up.

Media reviews

'Incredibly smart and illuminating. packed with insights on howshoppers think and behave.'
David Brooks

'An upbeat survey of a range of consumer brands Whirlpool,Belvedere, Williams-Sonoma which, the authors argue, aresuccessful because they appeal not just to the material needs ofconsumers but to their emotional desires.'
Rebecca Mead, The New Yorker

'Anyone who has passed a Dunkin' Donuts to duck into a Starbucksrecognizes the phenomenon. For brands that have smartlypositioned themselves, from Victoria's Secret to Williams-Sonoma,trading up is paying off.'
Robert Weisman, The Boston Globe

'Trading Up helps to explain an important trend and isinteresting reading as a sociological study as well as businessstrategy.'
?Harvey Schachter, The Globe and Mail

About the author

Michael J. Silverstein is a senior vice president of The Boston Consulting Group and the coauthor of the business bestseller Trading Up. He works with leading companies around the world.


Neil Fiske is the former head of the Chicago office of The Boston Consulting Group and is now the CEO of Bath & Body Works.


John Butman is an established business author and journalist.