by Michael Silverstein, Neil Fiske · Viking/Allen Lane · tapa dura · ISBN 9781591840138
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«Trading Up: The New American Luxury» is the business essay by Michael Silverstein and Neil Fiske, published by Viking/Allen Lane in hardback, in English.
The book analyzes the phenomenon of the «new luxury» in the United States: middle-class consumers who pay more for products with emotional value, but seek bargains in categories that are not relevant to them. With cases of brands such as BMW, Victoria’s Secret or Callaway, it explains how to create premium brands that are accessible and attractive to the mass market.
Published on October 13, 2003. The work had the collaboration of John Butman and includes bibliographic references and an index.
For marketing professionals, business strategists and readers interested in consumer behavior.
