Why Consumers Want New Luxury Goods--and How Companies Create Them
by
Michael J. Silverstein, Neil Fiske, John Butman
Language: English
Release Date: April 29, 2008
Trading up isn't just for the wealthy anymore. These days no one is shocked when an administrative assistant buys silk pajamas at Victoria's Secret. Or a young professional buys only Kendall-Jackson premium wines. Or a construction worker splurges on a $3,000 set of Callaway golf clubs.
In...