博客來The must-read summary of Michael Silverstein and Neil Fiske’s book: ＂Trading Up: Why Consumers Want New Luxury Goods - And How Companies Create Them＂.
This complete summary of the ideas from Michael Silverstein and Neil Fiske’s book ＂Trading Up＂ shows that the tastes and preferences of American middle-market consumers are changing. More and more, they are becoming willing to ＂trade up＂ in some areas - to pay a premium price for products and services that provide a greater level of quality than typical mass market offerings. As a result, a new concept is emerging in the marketplace: ＂New-Luxury＂. In their book, the authors explain that new-luxury products break the traditional norms of the past and sell at comparatively high volumes, despite their relatively high prices. This summary is a must-read for both marketers and consumers who want to become smarter in an increasingly sophisticated marketplace. Added-value of this summary:- Save time
- Understand key concepts
- Expand your knowledge To learn more, read ＂Trading Up＂ and discover the new-luxury products that will change the way you think about the marketplace.
