Trading Up: Why Consumers Want New Luxury Goods--and How Companies Create Them by Michael J. Silverstein

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

Michael J. Silverstein with John Butman, Neil Fiske

320 pages • first pub 2003 (editions)

nonfiction business economics informative slow-paced
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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...

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