Trading Up
Why Consumers Want New Luxury Goods--and How Companies Create Them
- 320 páginas
- 12 horas de lectura
A study on middle-class consumerism finds that today's customers are seeking higher levels of quality, taste, and aspiration, in a revised edition of the best-seller that draws on new research to explore the trading up phenomenon to reveal how entrepreneurs, innovators, managers, and marketers can make the most out of related opportunities. Reprint.