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

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9781591840701: Trading Up : Why Consumers Want New Luxury Goods - and How Companies Create Them
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Trading up isn't just for the wealthy anymore. These days no one is shocked when a secretary buys silk pyjamas. Or a young professional buys only premium wines. Or a builder splurges 1,500 on a new set of golf clubs. In dozens of categories, these """"new luxury"""" brands sell at huge premiums over conventional goods, and in much larger volumes than traditional """"old luxury"""" goods. Trading Up is the definitive book on this growing trend.

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Review:

aIncredibly smart and illuminatinga]. packed with insights on how shoppers think and behave.a
aDavid Brooks
aAn upbeat survey of a range of consumer brandsaWhirlpool, Belvedere, Williams-Sonomaawhich, the authors argue, are successful because they appeal not just to the material needs of consumers but to their emotional desires.a
aRebecca Mead, "The New Yorker"
aAnyone who has passed a Dunkina Donuts to duck into a Starbucks recognizes the phenomenon. For brands that have smartly positioned themselves, from Victoriaas Secret to Williams-Sonoma, trading up is paying off.a
aRobert Weisman, "The Boston Globe"
a"Trading Up" helps to explain an important trend and is interesting reading as a sociological study as well as business strategy.a
?Harvey Schachter, "The Globe and Mail"

?Incredibly smart and illuminating?. packed with insights on how shoppers think and behave.?
?David Brooks

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

?Anyone who has passed a Dunkin? Donuts to duck into a Starbucks recognizes the phenomenon. For brands that have smartly positioned 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 is interesting reading as a sociological study as well as business strategy.?
?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.

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Other Popular Editions of the Same Title

9781591840800: Trading Up (Revised Edition): Why Consumers Want New Luxury Goods . . . and How Companiescreate Them

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ISBN 10: 1591840805 ISBN 13: 9781591840800
Publisher: Portfolio, 2004
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9781591840138: Trading up

Viking..., 2003
Hardcover

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