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

Silverstein, Michael J.; Fiske, Neil; Butman, John

Couverture souple

ISBN 10 : 1591840708 ISBN 13 : 9781591840701

Editeur : Penguin Publishing Group, 2008

Synopsis

Book by Silverstein Michael J Fiske Neil

A propos du livre

Présentation de l'éditeur :

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.

Biographie de l'auteur :

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.

À propos de cette édition

• Éditeur: Penguin Publishing Group
• Date d'édition: 2008
• ISBN 10: 1591840708
• ISBN 13: 9781591840701
• Reliure: Broché
• Nombre de pages: 320