Why Consumers Want New Luxury Goods - and How Companies Create Them
Trading Up by Michael J. Silverstein
Book DescriptionTrading 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 GBP1,500 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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Book DetailsISBN: 9781591840701
(215mm x 139mm x 21mm)
Publisher: Penguin Putnam Inc
Publish Date: 8-Feb-2008
Country of Publication: United States
Books By Author Michael J. Silverstein
Rocket, Hardback (October 2015)
Rocket is dedicated to the proposition that mere mortals can create immortal brands.
$10 Trillion Prize, Hardback (October 2012)
It is the dawn of the emerging consumer: Are you ready? By 2020, consumers in China and India will generate more than $10 trillion of total annual revenue for companies selling to them. This book provides a comprehensive profile of the emerging middle-class households - 300 million strong - that will change the global marketplace.
Women Want More, Hardback (September 2009)» View all books by Michael J. Silverstein
Offers companies real strategies for growing their global markets by finding innovative ways to appeal to women's needs and concerns through the results of a study by the Boston Consulting Group's Global Inquiry into Women and Consumerism.
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Author Biography - Michael J. Silverstein
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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