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Trading Up

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

Autori

Michael J. Silverstein
Neil Fiske
John Butman
Judith Silverstein
Michael Lasky

Hodnotenie knihy

Ohodnotiť

Parametre

320 stránok
12 hodin čítania

Biznis & Manažment
Byznys
Náučná literatúra
Spoločenské vedy
USA

Viac o knihe

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.