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Trading Up
Why Consumers Want New Luxury Goods--and How Companies Create Them
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Artikel-Nr:
9781591840701
Veröffentl:
2008
Erscheinungsdatum:
01.05.2008
Seiten:
320
Autor:
Michael J Silverstein
Gewicht:
292 g
Format:
208x141x25 mm
Sprache:
Englisch
Beschreibung:
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.
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.'