by Michael J. Silverstein, Nicola Pianon, Federico Lalatta Costerbosa · Etas · tapa blanda · ISBN 9788845313547
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This book analyzes the phenomenon of the modern consumer's behavior, exploring why the same people who seek luxury products are willing to shop at discount stores. Through real-world cases from around the globe, the authors examine how market polarization affects purchasing decisions and business strategy, highlighting the importance of the emotional experience in the consumption process. It provides deep insight into how companies must adapt to a consumer who seeks both exclusivity and the opportunity to find 'treasures' at low prices.
