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Trading Up by Michael J. Silverstein, Neil Fiske and John Butman
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Trading Up

Why Consumers Want New Luxury Goods–and How Companies Create Them

Why Consumers Want New Luxury Goods–and How Companies Create Them

By Michael J. Silverstein, Neil Fiske and John Butman

By Michael J. Silverstein, Neil Fiske and John Butman

By Michael J. Silverstein, Neil Fiske and John Butman

By Michael J. Silverstein, Neil Fiske and John Butman

Best Seller

Category: Marketing

Category: Marketing

Paperback $16.00

Apr 29, 2008 | ISBN 9781591840701

Ebook $11.99

Apr 29, 2008 | ISBN 9781440638862

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    Trading Up by Michael J. Silverstein, Neil Fiske and John Butman
    Paperback $16.00
    Apr 29, 2008 | ISBN 9781591840701

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    • Paperback $16.00

      Apr 29, 2008 | ISBN 9781591840701

      Buy from Other Retailers:

    Ebook
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    • Ebook

      Apr 29, 2008 | ISBN 9781440638862

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    About Trading Up

    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.

    About Trading Up

    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.

    About Michael J. Silverstein

    Michael J. Silverstein is a senior vice president of The Boston Consulting Group and the coauthor of the business bestseller Trading… More about Michael J. Silverstein

    About Neil Fiske

    Neil Fiske is the former head of the Chicago office of The Boston Consulting Group and is now the CEO… More about Neil Fiske

    About John Butman

    John Butman is an established business author and journalist. He has contributed on over twenty titles, many of which were… More about John Butman

    About Michael J. Silverstein

    Michael J. Silverstein is a senior vice president of The Boston Consulting Group and the coauthor of the business bestseller Trading… More about Michael J. Silverstein

    About Neil Fiske

    Neil Fiske is the former head of the Chicago office of The Boston Consulting Group and is now the CEO… More about Neil Fiske

    About John Butman

    John Butman is an established business author and journalist. He has contributed on over twenty titles, many of which were… More about John Butman

    Product Details

    Category: Marketing

    Paperback | $16.00
    Published by Portfolio
    Apr 29, 2008 | 320 Pages | 5-1/2 x 8-1/4 | ISBN 9781591840701

    Category: Marketing

    Ebook | $11.99
    Published by Portfolio
    Apr 29, 2008 | 320 Pages | ISBN 9781440638862
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