Trading Up: Why Consumers Want New Luxury Goods--and How Companies Create Them - Paperback
by Michael J. Silverstein (Author), Neil Fiske (Author), John Butman (Author)
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.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.
Made with care and unconditionally loved by our customers, this signature bestseller exceeds all expectations.
Made with care and unconditionally loved by our customers, this signature bestseller exceeds all expectations.
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